Iceland customers to gain BTinternet access

Iceland has joined forces with ISP (Internet service provider) BTinternet to offer its customers online access through its website,

The retailer will distribute 1.2 million free BTinternet access discs in its 760 UK stores as part of the deal and encourage users to register with the ISP on its site.

In return, BTinternet and BTopenworld, the WAP (wireless application protocol) and broadband service, will advertise Iceland’s online service. BTinternet has about 540,000 registered users.

The alliance marks Iceland’s first foray into the ISP market, after the multiple rebranded as last year.

BTopenworld president and chief operating officer Ben Andradi says: “This is a major addition to the BT Internet distribution channel. It allows Iceland’s high-street customers who have yet to come online to benefit from the BTinternet portal.”

Iceland home shopping director Jon Grey adds: “Tying up with a recognised and trusted brand, such as BTinternet, demonstrates the convenience of shopping online at Iceland to some of the most Net savvy people in the UK. We’ll also provide our customers with new and convenient ways to shop.”

The deal allows Iceland to compete with retailers such as Waitrose, which has its own ISP at and is launching a home-delivery service.

Iceland recently acquired cash and carry group Booker and has increased its online product base from 2,000 last year to 45,000.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here