A loyalty card improves customer retention and spending based on past behavior or loyalty programs. Customer acquisition is also being improved by differentiating services from competitors. A retail establishment or a retail group may issue a loyalty card to a customer who can then use it as a form of identification when dealing with that retailer. By presenting the card the purchaser is typically entitled to either a discount on the current purchase or an allotment of points that can be used for future. These glossy laminated cards can also be imprinted with customized logos and graphics.