ORIGINAL: STLPilot
Don't take this the wrong way, this is constructive criticism. So in one hand you are saying your shoppers WANT to be part of a membership and on the other hand you are saying that you give them great customer service, but not listening to what they really want, to feel loyal to your store. They are not saying they want something for free, they are saying that they want to belong to your store, like they belong to their field. Basically you are telling them, we already give you great prices and great service, keep your pie hole closed, this is our shop not yours. Give them what they want or at least meet them in the middle, that's good customer service, now what you think is good for them.
Apparently you can't read STL. He said they give "good customer discounts" instead of a discount just because they belong to a club or the AMA.
One of my LHS does this also. This means that the customers are entitled to certain discounts based on shopping in the store rather than whether they belong to a flying club. You see, everyone gets treated equally whether they belong to a club or not. You shop in the store frequently, you get extra bonuses.
In my case, they cut me a good deal, usually as good or better than what is found on-line, I don't pay shipping, I get a percentage built towards store credit for future purchases. The downfalls, you pay sales tax, and if they don't have something stock you may have to wait a week or two for it to come in when ordered. Sure has cut into what I spend at Towers every year.
The shop has a loyal customer base from local club members, as well as the flyers that don't belong to any club. Seems pretty smart to include all customers in the programs that build loyalty to the store, rather than a select few.