A NEW discount scheme was launched today as part of a bid to help the borough's struggling economy recover more quickly following the recession.

The council-endorsed Redbridge Card will give holders living and working in the borough access to discounts and special offers at certain businesses.

They will be able to present the card in exchange for various deals and businesses will be able to choose the nature and length of each offer.

Speaking at the launch of the card at Blush Temples Florist's in Wanstead High Street, council leader Keith Prince said: “A lot of people commute into London and so obviously they would be tempted to make purchases outside the borough.

“This is an incentive to keep the money in Redbridge.”

People can currently use the card in about 300 businesses around the borough, including Blush Temples.

Owner Judith Richards, 53, said: “It's nice to know the local authority are stepping in to help small local businesses.

“It's really challenging right now, so hopefully this will be a boost to sales.”

She added: "We're all feeling [the recession] on the High Street.

"Hopefully, the card will generate more business."

Ms Richards also said she believed the scheme would encourage people to use shops in Redbridge instead of going elsewhere.

Cllr Prince added the new card could also help Redbridge businesses to compete with those in neighbouring boroughs such as Havering, which runs a similar scheme.

He said the scheme differs from Havering as offers will change on a regular basis to allow businesses more flexibility.

Punita Marwaha, owner of start-up business Naina's Beauty Box in Snakes Lane East, Woodford Green, said: “We've been trading for seven weeks so it's good timing for us.

“It's also really good for networking among small businesses.”

To find out which businesses are participating, visit www.redbridge.gov.uk/redbridgecard

The site will also contain information on which offers are currently available at each business.

The council will not be offering financial support to businesses and discounts will be decided at the discretion of owners.

It will instead help with promotion by publicising the scheme in Redbridge Life and online.

Traders who would like more information can contact Tasleem Hamid on 8708 3042