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Sainsbury´s is the third largest supermarket chain in the UK, closely following Tesco and ASDA. The company was founded in 1869 by John Sainsbury as a grocery store. John Sainsbury enjoyed such success with his initial shop that he was able to open a chain of stores, and by 1922 Sainsbury´s had become the largest grocery retailer in the UK.

Along with rival Tesco, Sainsbury´s was one of the first stores to implement the American-style self-service supermarket model that we now take for granted. One of the main reasons for Sainsbury´s initial popularity was the emphasis the company placed on quality, both for products sold and the service delivered to customers. This policy has remained with the company to the present day, even when Sainsbury´s main competitors were focused more heavily on lowering prices than maintaining quality.

Sainsbury´s was relatively slow to move into the non-food market compared to its main competitors Tesco and ASDA, despite owning the popular chain of DIY stores Homebase. With the increasingly apparent public desire for a wide range of different products in one store Sainsbury´s underwent a process of product diversification in the late 1990s that culminated in the launch of their own website.
From Sainsbury´s website shoppers can order their groceries and have them delivered straight to their door. This is a handy service for people who have difficulty getting to their local store or transporting large quantities of items. The Sainsbury´s website features many of the products found in their supermarkets as well as some online exclusive items. Still focused mainly on food products, the Sainsbury´s website also offers an extensive range of clothing, cookers and dishwashers, children´s toys and consumer electronics such as laptops, TVs, digital cameras and mobile phones.