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Sainsbury's has revealed plans to grow book sales by 30% this year to more than £35m, in a drive fuelled by off-shelf promotions, range titles, campaigns and children's books.
The supermarket chain told publishers at its annual supplier conference in London last week that it was targeting book sales of £36.25m in 2009—up from £27.6m in 2008.
Across 2008, Sainsbury's had a volume share of 2.56% and a value share of 1.62% of the entire book market. Last month it had a volume share of 3.09% and a value market share of 1.7%.
The chain will run a range refresh on 3rd September to prepare it for the influx of Christmas titles. Among those books due in September are Dan Brown's The Lost Symbol, Guinness World Records 2010 and Ant & Dec's Ooh! What a Lovely Pair.
Instead of being dominated by paperbacks, the first bay of the Sainsbury's book offer will stock new releases, six key hardbacks and a top six hardback chart, followed by the top 10 paperbacks.
Book department manager Phil Carroll said: "When we previously had the range refresh in October, we were losing out on the titles that were released in September. By having key hardbacks in 400 stores, we can maximise our sales."
Sainsbury's will also have a top 40 hardback chart in 250 stores in the run-up to Christmas. Carroll refused to discuss pricing strategy but said it would be "very, very competitive". Carroll also told publishers at the Holborn, central London-based, event that it had forecasted sales of 225,000 for its book club with HarperCollins. The book club was re-launched in June and offers a mass market, literary and key backlist title per month at £3.99.
Sainsbury's two for £5 paperback offer has seen sales of 200,000 so far this year. Meanwhile, its Summer Sizzler offer, which had a two for £7 paperback offer on stand-alone shipper units, has had sales of 100,000 units worth £375,000.
Carroll added that the store had strong market share on titles like Freya North's Secrets (15% with 20,000 copies sold) and C J Sansom's Revelation (14% with 14,000 copies sold).
Buying manager for entertainment Richard Crampton told delegates—who also included music, DVD and videogame suppliers—that the supermarket was working on an online offer but did not reveal a launch date.