Leominster's traders play the loyalty card in attempt to trump out-of-town supermarket

RICHARD SMITH

More than 60 shopkeepers in an ancient Hereford and Worcester market town are fighting back against the large out-of-town supermarket they claim has badly hit their takings.

Traders in the town, which has a population of 10,000, have banded together to launch their own loyalty card scheme offering gifts and discounts of up to 25 per cent for shoppers using the town centre.

The "Loyal To Leominster" campaign has been organised by Graham Hurley, a butcher, to lure back shoppers from Safeway's out-of-town store, which opened nearly four years ago.

A recent survey by the local Chamber of Commerce revealed that 35 shops in the town centre were empty and six more had been converted into houses. Two town-centre supermarkets have closed, while three garages, a petrol station and a pub are also empty.

"Safeway's really knocked the town centre for six and we have been wallowing in self-pity ever since," said Mr Hurley, 45, who owns a specialist pork butcher's shop. "A lot of small retailers closed down . . . It's too easy to park up at Safeway, do all your shopping and forget about the town centre.

"My turnover went down by 33 per cent overnight and although there has been a gradual recovery its nowhere near back to the previous levels."

He added: "This will show people that shopkeepers in Leominster are not just a bunch of groaners. Although the supermarkets are clever at their job they cannot compete with the discounts we are offering."

The shops have spent pounds 800 printing 10,000 membership cards. Every home in the town has been sent a leaflet with a picture of Lord Kitchener pointing a finger and asking: "Are you loyal to Leominster."

Joining the scheme will be free and shoppers will be entitled to a wide range of cash discounts from local shops, building societies and insurance brokers. For instance, Ann's Pat-a-Cake bakery is offering 10 per cent off all purchases over pounds 1 and there are similar discounts on children's summer clothes at Goody Two Shoes, the Olive Branch restaurant, meals at the Talbot Hotel, and shoes costing more than pounds 20 at Freeman Hardy and Willis.

Monica Todd, president of the Chamber of Commerce and an insurance broker, said: "Its a brilliant idea - we have got to take on the supermarket giants if we are going to survive. There are around 100 shops in the town and the main reason so many are empty is the success of Safeway and the spiralling cost of business rates.

"The whole character of the town has changed - apart from Market Day, there isn't a buzz about the place any more because people are not coming here. This should certainly help to revitalise Leominster. The alternative is . . . to . . . just give in."

Leominster's narrow streets follow a medieval grid pattern and even though there are three town-centre car parks shoppers always face a short walk with their provisions.

Somerfield and Quicksave have supermarkets on the fringe of the town's main shopping area, but locals insist that their effect on the town centre is minimal compared to the Safeway store three-quarters of a mile away in Barons Cross Road which has its own post office.

Susan Fenton, 63, a retired farmer, said: "I'm disabled and it is easier to park and shop at Safeway - it would take at least an extra half-hour and a lot of carrying in the town centre. But I think the whole town dies a death when the centre goes .

"Its one of those rolling balls - the less shops that are open the fewer people will come into town. It isn't much fun wandering round a town where half the shops are empty.''

A Safeway spokesman said: "The important thing about our store is that ultimately it recaptures trade that was being lost to Hereford . . . Its very welcome to hear that people in Leominster are responding to customers."

How shopping habits have changed

Percentage of UK outlets Percentage of UK sales

1990 1995(est) 1990 1995(est)

Single outlets 69.6 71.5 18.4 13.1

Small multiples 16.8 14.0 7.6 6.2

Large multiples 13.5 14.5 74.0 80.7

Numbers of specialist retailing outlets in UK

1990 1995 Change 1990-95

Butchers 17,044 15,150 -11%

Greengrocers 14,339 12,400 -14%

Bakers 6,656 5,500 -17%

Fishmongers 2,974 2,050 -31%

Source: Retailing Inquiry/Mintel