It's not a loyalty card, it's a membership card. Why is this concept so hard to grasp? The Co-Op may be in trouble, I don't follow them closely, but if they are, I blame the Co-Op and its members. The Co-Op has failed to explain and sell (to you, for one) its perfectly admirable business model to most of the population. Co-Op members get angry at dividend time when their basket-a-week fails to pay - but perversely have chosen a mortgage with HSBC.