The multi-national company is offering a DVD manufacturing on-demand service in its stores, reducing the need for transport and inventory involved in traditional DVD retailing.

According to Screen Digest, in-store DVD manufacturing and printing spend will total $1.1bn (£701m) by 2012 in the US and Europe.

Software provider and digital rights manager Tribeka has developed SoftWide – an in-store system that creates the CD using Oki C5950 colour laser printers.

Under the model, customers select their choice from either an e-menu or printed versions on display in the stores, which is then purchased once Tribeka's control centre has obtained the licence.

The DVD is then pressed and a colour inlay printed. Tribeka claimed the quality was no different from a "traditionally" manufactured DVD.

Tribeka's chief operating officer Stephen Precious said: "To satisfy the publishers with whom we are working we need to ensure that manuals printed with the software are an exact replica of the pre-printed traditional retail versions – right down to the intricacies of design and the precise colour shading."

The initiative is currently being trialled at Borders' Oxford Street store.