While I can see the silliness in this, I would point out a couple things:

  • this is all a one-time setup and you won't have to do it in the future, in which case the process should be a little smoother
  • they're trying to marry two systems that weren't designed together, or at least the membership cards weren't. these membership cards have been around for over 13 years as far as can remember
  • they probably designed the coupon system from the point of view of a current card member, which many frequent shoppers are already. perhaps this system will improve in the future.
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Matt