I'm not sure how they do the scam. They have a membership program that entitles members to a 10% discount if they pay $ upfront and remember to bring their card in when they go to buy a book or product but at the same time, they fill my inbox with things like this, almost every day.
I don't get it. Why would you pay $25.00/year to get 10% off when the rest of us get invited to take up to 30% off? I'm not sure they actually grasp 'membership rewards programs.'