A LOYALTY card to encourage people to shop in Halesowen is being trialled by the town's chamber of trade chairman.

Discounted prices build up as credit on the Buy Local Keep it Local card, which can then be used to offset the price of goods and services bought at participating businesses.

Chamber chairman Wayne Edwards, who run Less4Ink, said the scheme was one of a series of planned developments aimed at driving the town forward.

He added: “It’s about encouraging local people to spend in their local town and get benefits for their loyalty in terms of discounts. It can also be used to refund parking charges.”

"The big supermarkets and chains have loyalty cards and this is aimed smaller retailers and businesses like accountancy firms to help local traders of all kinds."

If the trial is successful, it is hoped to roll out the scheme across the town and neighbouring areas.