Whether it's Wal-Mart, Safeway, CVS, or any other kind of local or national retail chain, the norm nowadays is for customers to swipe loyalty or “customer care” cards during checkout. Membership is a way for customers to accrue purchasing points, receive e-mail alerts about future buyer discounts, and most often reduced prices on certain goods selected at time of purchase.
Why do retailers offer these deals? Are they feeling extra generous, or are they oblivious to profits? Not a chance.
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