3 reasons for asking for your card:
1. This is a membership-driven wholesaler. Asking for your card deters the general public from cruising through, enjoying samples, limit those who are not considering membership, etc
2. To ensure members haven't actually forgotten their card and potentially hold up the tills. Ever been stuck behind someone who didn't have their card at the cashier? Not likely
3. The card checkers also provide a general count to the supervisor managing the front to try and ensure that there are enough tills open to meet demand.
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