A SCHEME to give Minehead's flagging retail centre a business-boosting shot in the arm was officially unveiled this week.

At least 120 high street shops and businesses in the town have signed up to a new loyalty card aimed at encouraging more people to 'shop local'.

Shops, cafés and pubs will be taking part in the scheme, which is part of a wider 'Shop Local' initiative launched by Minehead Chamber of Trade, Minehead Tourism and Business Association, community group Revive Minehead and West Somerset Council.

The chamber has invested £2,500 towards the cost of the loyalty card and an existing project transforming vacant shop windows with information displays and posters, while the district council has pledged £3,500.

The loyalty card, which will be launched on October 19, will give customers the opportunity to take part in monthly draws with the chance of winning prizes of £25, £15 and £10.

All purchases over £2.50 in participating businesses will be rewarded with a stamp.

And once customers have filled a card with ten stamps and posted it in one of a series of dedicated boxes, they will be automatically entered into the draw.

Chamber of Trade chairman Graham Sizer said it was hoped that shops and businesses in Alcombe would also join the scheme.

"This has been in the pipeline for a couple of years and we tried previously but failed to get some Government funding to get it off the ground," he said.

"But we are delighted that it has at last come to fruition.

"It's the first joint effort by the business and community groups to boost trade and footfall."

Mr Sizer said, although supermarket Co-Op had joined the scheme, an invitation had not been extended to major chains Tesco and Morrisons, which both have outlets on the outskirts of the town.

"This is all about the high street," he said.

"Despite the better weather this summer, the last six months have been pretty flat for trade.

"There's been a definite increase in footfall this year but no similar increase in spend - people just don't have the money.

"If this scheme adds just one or two per cent to turnover and encourages more people - residents and visitors - to spend their money locally, it will be worth it."

In its first year the scheme will be free to both businesses and participants.

And Mr Sizer said it would sit happily alongside existing loyalty schemes run by some cafés and pubs.

He said he had recently visited Pershore in the Cotswolds which had a population smaller than Minehead but where a similar scheme was now into its second year.

"The prizes are getting bigger, shoppers wouldn't be without their cards and every shop feels it is indispensable."

Fay Dyke, founder of Revive Minehead said the scheme could not be be simpler.

"People just have to pick up a card and start shopping - virtually every shop will have them on the counter."

And Nicki Maclean, district council tourism and economy projects officer, said: "We hope Pershore's success can be repeated here."

The first draw, which will take place in mid-November, will have an additional bonus for the top prize with a £45 meal voucher and a year's supply of the district's top selling local newspaper, the Free Press.

The dedicated post boxes will be dotted across the town but initially will be at Minehead Town Hall, Minehead Information Centre and Minehead Sports.