Membership cards

So stores are now into offering you membership cards or asking for your e-mail so you can receive coupons.  My work offers a membership card, but you have to pay an annual fee of $25 for it.  While working I have had some insight on membership cards.  One customer said she doesn't think its right to pay us for shopping at our store.  Another customer said she doesn't even support membership cards that she has to pay for in order to get discounts.  One of my coworkers asked me if I was a customer if I would buy a membership card and I said no.  My reasons are because I shouldn't have to pay to get a discount.  I think that since I am a loyal customer I should get the membership for free.  If this were to happen I think we would get a lot more business.  I have a membership from pesmart and the reason I got it is because one it saved me a lot of money on my purchase, and two it was free.  I buy all of my pet supplies from them just because they always have awesome deals going on for there members.  Anybody would be insane to not sign up for free member cards.  More examples are albertsons preferred card, and smiths card.  They both are free and not only save you money in the store, but also depending on how much money you spend in their store you can get three cents off per gallon of gas or more.  I love this because gas is expensive and any time I can save I will take it.  I guess I'm just trying to say that if stores had free member cards more people would visit their store and spend more money.