Perhaps in response to Amazon’s launch of AmazonFresh in London, Sainsburys has announced that it is trialling a one hour delivery app called Chop Chop in Wandsworth, London.

Users can download an app from iTunes, where Chop Chop users will be able to order anything they want from the Wandsworth Sainsburys store and they will have it delivered within one hour. Currently the only people able to use it are those with a Wandsworth postcode.

The supermarket giant is currently buying Home Retail Group, owners of Argos and in doing so will significantly improve its home delivery offering.

Speaking of the pilot, a Sainsbury’s spokeswoman said, “We have begun a trial of a new delivery service called Chop Chop in the Wandsworth area.

“On accessing the app, customers living within 3 kilometres of our Wandsworth store can order up to 20 Sainsbury’s products for delivery to their home within an hour.

“This trial, a UK first, is part of our strategy to give our customers more options to shop with us whenever and wherever they want”.

Competition is heating up in the omnichannel retail e-commerce sector, with Sainsburys looking to take on Amazon in its recent acquisition. The launch of AmazonFresh in the UK will have raised a few pulses in the supermarket sector as this poses the greatest threat to the big five supermarkets in over a decade. While no supermarket has managed to make a significant profit from this service, Amazon’s move into the sector will force them to improve their delivery offerings significantly. Chop Chop could do just that, giving Sainsburys an edge if only for a few days or weeks in a rapidly changing environment.