Supermarket to take on online retailer by offering a same day delivery pledge
Sainsbury's will trial service in three areas as they set themselves up to take on Amazon
SAINSBURY'S will offer same-day home delivery on groceries in a direct challenge to online giant Amazon.
The service could be expanded to more than 30 areas by Christmas if a trial at three Sainsbury's stores is successful.
Sainsbury's already offer next-day delivery to customers who order before 11pm as long as a slot is free.
Tesco, Asda, Morrisons, and Ocado all offer the same service.
Sainsbury's are offering the same-day option in the wake of Amazon's launch of Amazon Fresh.
The online retail giant's grocery arm offers next-day delivery, but will also drop your stuff off on the same day in some parts of London.
Sainsbury's are also trialling their same-day service in the south of the country - with Richmond in south-west London, Steatham Common in south London, and Brookwood in Surrey the first areas to benefit.
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Those who order before noon will get their groceries before 6pm, if they choose Click & Collect and their order will be available to pick up from 4pm.
Sainsbury's is in the process of re-inventing itself as a challenger to Amazon - and have already bought Argos for £1.4billion.
Their same-day delivery service for groceries will cost £7.
Customers with a Sainsbury's Delivery Pass, which costs between £30 and £60-a-year, will not be charged for orders over £40.
Sainsbury's are recruiting 900 staff for an online service centre in Bromley-by-Bow in East London, as they grow to cope with demand for increasing grocery delivery orders.
Launched in 1999, their online grocery business is worth more than £1billion a year.
Robbie Feather, Sainsbury's director of online, said: ‘As our online sales grow we are seeing an increasing proportion of orders placed for next day delivery, so this trial is a natural next step in delivering our strategy to help customers shop whenever and wherever they want. The Bromley-by-Bow centre will help us keep pace with demand in London, enabling us to fulfil another 25,000 orders per week."