The battle to control the family purse has been waged by our major financial institutions for many years. Banks know that if they can sign on a student offering credit as bait, they will probably have a client for life. Building societies do everything to hold their customer base, and long-term insurance plans are dedicated to the principle that once hooked, the fish seldom escapes. Supermarkets have restricted themselves to plying for the weekly shop, knowing that loyalty is not a certainty, and customers, like butterflies fluttering from flower to flower, will always be attracted by a special offer and inducement in different stores. But if they can persuade shoppers to spend the bulk of their money with them, the future will seem assured notwithstanding occasional flutters. Yet another milestone was laid this week as Tesco decided to mix banking with grocery, in an effort to enhance its already winning card formula. The offer of credit and interest may not seduce millions immediately, but the foundation of another customer service has been introduced. And, more importantly, it makes odious the inevitable comparisons with competitors. They will feel obliged to react, and if they had plans, they may well have to be amended. If they do not have plans, they may be judged to be wanting. The possibilities of supermarkets becoming a part of the community must be seen by independent stores as a definite threat. Multiple managers, once little more than well-constructed robots (some still are) are developing links with their localities through community support and local advertising, which will reinforce direct marketing fed by those information crammed databases. It would be a mistake for convenience stores to believe they can count on the sympathy vote in their neighbourhoods. They must continue to organise and market themselves; in fact they must do even more because now the multiples share that objective. They have the opening hours, the range, the information and they are developing a softer image. And now they have banking too.