Sainsbury's scraps DVD rental service

Sainsbury's is canning its DVD Rental service – claiming it "didn't fit with the long term strategy for Sainsbury’s online services".

The supermarket has told customers that their accounts will be transferred to LOVEFiLM.com from this month.

A Sainsbury's spokeswoman told Web User: "We carried out a review of our online entertainment offer, and whilst the service has been successful, we didn't feel it fitted into our long term strategy for online.

"We still want to grow our online entertainment presence, but we feel at this stage we need to concentrate on sales of DVDs, games, books and CDs as opposed to rentals. We want to focus our efforts and get the range in these categories right for our customers."

On its website Sainsbury's told customers: "There will be no disruption or change to your service you will just receive discs in LOVEFiLM branded envelopes instead."

LOVEFiLM have been running the Sainsbury's DVD Rental service on behalf of Sainsbury's since its launch in 2004. Sainsbury's said that because of this people won’t see any difference in the level of service they receive or the range of films or games they can rent.

LOVEFiLM said the prices will stay the same and that it has introduced a price freeze for Sainsbury’s DVD Rental customers for at least six months.

People who do not want to transfer their membership to LOVEFiLM can cancel their account.

http://www.lovefilm.com

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