Sainsbury's increases TV business
Sainsbury's stepped up its push for non-food business by selling televisions, toys and computers on its website for the first time.
The supermarket chain will offer 4,500 additional products - rising to 8,000 by September - in a major expansion of its online service.
The site now includes kitchenware, soft furnishings, home electronics, home and garden furniture, bathroom suites, luggage and sports equipment. Own-brand items such as 'Different by design' and the newly launched 'Tu' Home range feature alongside brands such as Sony, Apple and Le Creuset.
Sainsbury's will distribute products from its depot in Corby, Northamptonshire and through a network of suppliers who will deliver direct to the customer.
The group has 502 supermarkets and 290 convenience stores but also generates more than £500 million a year from online grocery sales.
Non-food is an increasingly important battleground for the supermarket giants.
Mike Coupe, Sainsbury's trading director, said: "Today's launch further emphasises that non-food is key to Sainsbury's growth strategy for the future.
"We already cover 88% of households with our online grocery deliveries, and our research shows that our customers want to buy non food items from us too."
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