Now some retailers and brand owners are linking up in exclusive deals. Take Sainsbury's as an example. While its biggest rivals, Tesco and Asda, concentrate on extending their own-brand offerings into a range of new non-packaged goods areas, it has performed a volte-face and begun to recruit other big-brand names, many of them retailers themselves, to help it succeed. The UK's number-two grocery retailer has admitted its involvement in the Nectar loyalty programme, in which it will be joined by BP, Debenhams and Barclaycard. It is also teaming up with Persil to test an in-store laundry service and with Kodak for a film processing service. Additionally it is trialling a Boots' "store-in-store" concept and will be testing a similar deal with video retailer Blockbuster this summer. Some Sainsbury's stores have cafés managed by Starbucks and areas badged with the Early Learning Centre or Adams childrenswear names.