h2g2 The Hitchhiker's Guide to the Galaxy: Earth Edition

I've grown used to being asked for my loyalty card at the checkout while shopping. I invariably reply that I don't have the card and don't want one. All the customer gets from the cards are some small freebies in return for spending a lot of money with the same retail chain. The shop, on the other hand, gets the chance to monitor your spending and pester you with selected offers - and, more importantly, to make money by selling on the information it's accumulated on your shopping habits to other companies. Thanks, but no thanks.

However, I never expected to encounter a shop where the loyalty scheme is *compulsory*. I have just done so: Matalan, the cheap clothing store, refused to take my cash unless I filled out a form first and obtained one of their cards. I had a £20 note in my hand that I was all set to hand to the woman at the checkout. Then she explained that I couldn't shop there without a Matalan card.

So I decided to leave the shirt I'd intended to buy on the counter, and go to a shop that doesn't expect me to beg for permission to give it my money. I'm used to arrogance from big businesses, but Matalan take it to a level that this consumer is unwilling to tolerate.

Have you considered using false details when signing up for these cards? My Sainsbury's reward card for example is in the name of a fictitious twenty-something mother of two who lives in Chesterfield

Now there's a good idea!

But I still hate the idea of being *ordered* to sign up for a shop's scheme when there's absolutely no legitimate reason.

Mmmm... I know what you mean about loyalty cards and basically agree with you, but Matalan have always been this way, they started out as more of a discount club or a cash and carry than a traditional store - admission to members only. Back when I was at college (that's about 11 years ago now ) it was quite hard to get a card and become a member - I remember I only got one at the time because I was on the Student Union.

Although that does raise the point that if they're trying to become a 'normal' shop open to everyone, it's not exactly fair play of them to still insist on membership.

Exactly. What is the point of exclusivity when the shop's raison d'etre seems to be to flog cheap clothes to poor people?

Did you have to pay for your Matalan card?

I think it's a £1