The retailer is offering customers a free trial of the service, ending on January 31, which is linked to its loyalty card scheme. Customers earn 400 loyalty points if they sign up to the scheme. They continue to earn points as long as they stay signed up to the service when the free trial runs out.
As a relatively late entrant to the online DVD rental business, Boots will find stiff competition for revenues. At£11.49 a month, it is far from the cheapest service available. Amazon, for instance is offering a similar deal for only£7.99 a month.