A CAMPAIGN has been launched by shops in Chippenham to take on online giants like Amazon at its own game.

Shop with Alfred not Amazon is the slogan of shopappy.com app, which businesses can sign up to to provide a click-and-collect service.

The idea has been taken up by retailers in 24 towns and was the brainchild of Dr Jackie Mulligan from Yorkshire to give shops the power of online stores.

In Chippenham, an actor dressed as Alfred the Great appeared in the Emery Gate Shopping Centre to promote the scheme.

Chippenham BID manager Kathryn Crosweller said: “We know that the heart of a community is its town centre.

“To be able to give businesses a platform to fight back against the faceless conglomerates of the internet means we are able to help keep Chippenham town centre alive.

“Town centres are where teenagers get their first jobs, families pass time and people from all walks of life get social interaction.

“We need thriving town centres to have a thriving community, and our joining with ShopAppy.com is about giving Chippenham’s businesses a fighting chance of survival in the face of increasingly difficult odds.”

Aaron Gale, owner of Outfit78 said: “We’re really pleased to be involved with ShopAppy.com.

“It goes without saying that shopping local is a must in order to keep our High Street thriving but this adds a whole new dimension.

“For our customers who are unable to make it in to town due to other commitments, we have already extended our offering in opening on Sundays. ShopAppy.com further adds to this and means they can shop out of hours using the app.”

The scheme has the backing of Chippenham Connected as part of its annual £165,000 commitment to promoting the town's businesses.

Once downloaded, the app acts as a portal to the member shops allowing customers to order online and collect their stuff from the shop.

If the store is closed then shoppers can pick up their goods from The Flying Monk Tavern in Market Place and Inspire Fitness on Union Road.