Another indication that national branding may not represent the future of high street services comes from proudly Somerset and Dorset firm Pardoes. From this week clients of the nearly 100-year-old firm will be enrolled in a customer loyalty scheme.

Pardoes Plus has a local flavour – members will enjoy discounts at attractions such as the West Somerset Railway (England’s longest heritage railway) and Tiffany’s Tea Shop on the Grand Pier, Weston-super-Mare. They will also be eligible for an insurance service being set up with a local broker.

The firm tells Obiter that the idea is to revive the kind of personal relationship people used to have with their family solicitor, but with a modern touch. Managing partner Guy Adams likens it to Waitrose’s loyalty scheme. ‘Pardoes Plus will allow us to continue to give discounts and offers to say a “thank you” to our clients for partnering with us.’

Obiter’s colleagues reckon the initiative may be a first, but we’d love to hear of any other loyalty schemes out there – especially if they have a local touch.