Somerfield is rolling out a permanent budget range of back catalogue DVDs in larger Somerfield and Kwik Save stores.
The budget range occupies a standalone spinner unit in the DVD sales area with three facings holding 45 titles.
It will be regularly updated every month to reflect consumer demand and seasonal influences such as Christmas, Valentine’s Day and Easter.
Marc Matthews, category buyer for home entertainment at Somerfield, said: “Key to driving our sales strategy in this area is the importance of back catalogue items, which have massive potential. Titles will differ from month to month.”
Market analyst Verdict said the move reflected the growing importance of back catalogue titles to total DVD sales. Senior analyst Nick Gladding said: “High street retailers want to play to the strength of their back catalogue and grocers are responding by broadening their sales to more than just the top titles.”