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There are many benefits to giving membership cards to your customers. First, they will see themselves as "special" customers who have earned membership privileges. If they receive discounts or special events because they are members, they will see the value of becoming members. Plus, they may come back for goods or services more frequently if they find they are saving more money or in on special sales events.
Most people like to save money, and will join a membership club to do so. That's why membership warehouse stores are so popular. Plus, people will even pay a nominal fee to be a member of a group or store that offers them special benefits for membership. So, offering a membership card to your customers just makes good sense.