The Maldon scheme is to compete with the big chains
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Businesses in Maldon in Essex are taking on the big chain stores to save their High Street.
Fourteen small shops have clubbed together to launch the Maldon Loyalty Card - believed to be among the first of its type in the country.
The shopkeepers say competing against the big names is tough.
Town centre manager Murray Foster said the aim was to attract more people into the town to shop by offering them discounts in participating stores.
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