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Loyalty card are structured marketing tool to encourage customers to continue to shop at or use the services of businesses.

In marketing generally and in retailing more specifically, a loyalty card, rewards card, points card or club card is a plastic or paper card, visually similar to a credit card, debit card, or digital card that identifies the card holder as a member in a loyalty program.

Loyalty cards relate to the loyalty business model. Cards typically have a barcode or magnetic stripe that can be easily scanned, some are chip cards or proximity cards. Small keyring cards (also known as keytags) which serve as key fobs are often used for convenience in carrying and ease of access.

By presenting such a card, customers typically earn the right either to a discount on the current purchase, or rewards points that they can use for future purchases.

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