Enticing more customers with O2's digital bubble

The Challenge

The RHS Chelsea Flower Show is the UK's most prestigious gardening showcases. Homebase wanted to highlight its gardening credentials to interact with customers before, during and after the show in a way that differentiated Homebase from its competitors and drove business into stores.

The Solution

O2 installed an IoT cellular WAN (Wide Area Network) at the show to provide secure wifi using its 4G network. This connectivity created the "digital bubble" that underpinned and delivered a seamless online experience. O2 also equipped staff with tablets and the Homebase PlantMatch app and supported a targeted campaign to drive store visits.

"As a simple means of setting up remote access to the web quickly in a potentially difficult environment, it's ideal for a big event like this." Pete Connor, Home Retail Group, IT Director.


  • Wifi hotspot attracted visitors to the Chelsea stand and enabled Homebase to reach more people
  • Higher than expected engagement with the PlantMatch app.
  • A significant rise in return visits to stores.