Traders in Surbiton, Surrey, claim that independents and national companies can operate side by side.
Next month the Surbiton Business Partnership is launching a scheme called Your Surbiton. It will allow shoppers to use a loyalty card in participating shops to collect reward points that can be exchanged for discounts and incentives.
Gillian Claugher, chairman of Surbiton Business Partnership, said that Somerfield had joined the scheme. She added that although Waitrose was unable to participate fully, it had offered help with set-up costs, space in-store for distribution of the scheme’s details and with the launch event next month.
Claugher said: “Far from being threatened by the larger stores in Surbiton and nearby Kingston, smaller businesses have found the nationals to be enormously supportive of our efforts.”
She said 21 shops had joined the scheme so far.
A similar scheme is up and running in Haslemere, Surrey, and Waltham Abbey Town Council may also launch one.