Unfortunately, this is something a few grocery stores do here in the U.S. They want to know things about you and when you check out with your card, they can analzye the information.....You get sale prices, but only if you use the card. Now, if you shop at Publix, you get the sale prices WITHOUT a card. I feel the grocery stores don't need to know my address, my income, and what I buy every week. Why do they care? I never shop at a store that requires they have info on me before I get sales prices! Just my opinion