As part of its new online entertainment site Sainsbury’s is taking on iTunes and offering customers music and film downloads.

As part of its new online entertainment site Sainsbury’s is taking on iTunes and offering customers music and film downloads.

In time for Christmas, shoppers will be able to download singles and albums from major artists. Downloads will be compatible with all music libraries and MP3 players, including iTunes and iPods. It is the first supermarket website to offer this option. A range of ebooks will be introduced early next year. The move is part of a wider initiative to increase the retailer’s online entertainment offer, which already offers customers more than 150,000 books, DVDs, Blu-rays, CDs and games.

The pricing for downloads is yet to be announced and but is said to be ‘competitive’. If Sainsbury’s can compete on price with established rivals this could well be a great last minute option for Christmas gifts. Winning over iTunes customers is notoriously difficult but Sainsbury’s might be hoping to convert current customers who have never purchased music or movies online.

Victoria Thompson, Online Editor, Retail Week

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