subject: Why Do Merchants Require Membership Cards? [print this page] Many merchants now make membership cards a requirement of patronizing a business. Those who pay an annual or monthly fee are invited into the special world of benefits that the company has to offer. It may be as simple as going to a health club or renting movies or more complex, like the extension of credit or vouching for someone's background or character. Membership cards can also open doors to other affiliations. As a result, some merchants are intent on providing membership cards to their patrons, insisting that they present these items upon request for discounts or entry.
Identification
In a world of competitive business and heightened security, it is important to know that those gaining entry to a business establishment are who they say they are. Membership cards do that. A member presents the card upon arrival for visual or electronic approval. In return, the merchant or organization will know exactly who is present and for how long before the member's exit is recorded electronically. Identification and membership cards can pinpoint whether someone has the right to be in the establishment. This can eliminate a number of safety issues and quiet any concerns about who is present on the premises. At a daycare center, for example, only those presenting membership cards are allowed to pick up children. This keeps the children safe from strangers and also tracks when the child was picked up and dropped off in the event of an emergency or a billing question.
Exclusivity
Members only is a popular phrase, and for good reason. Some things are worth paying more for, whether it is in money, time or effort. Those who pay extra or do more to gain membership to a club or organization should get benefits that the average person does not. Requirement of a special membership card lets others know that the person is someone special. They are a member. Furnishing them with a card is the organization or merchant's way of presenting them with a card of exclusivity. This may allow use of a health club and its facilities, special classes and fitness instruction.
Benefits
Some businesses reward their members with special benefits. It might be a discount for savings or special use of facilities. Some merchants might send special offers to their members through the mail, giving them the opportunity to order or purchase an item before non-members. A magazine subscription or special coupons are other options. Advantages are frequently given to the presenter of the special card.
