Not only are they ordered to do it but corporate puts requirements on the store as to how many joins they are expected to get each day, and cashiers have their own individual quotas and they get chewed out if they don’t meet them by managers who get chewed out for not meeting them. The fact that this behavior reduces sales throughput, employee productivity, and customer satisfaction are not worked into the analysis that comes up with these programs or their growth targets. Upper management comes up with a target and they push their stores to meet it, because their CMO went to a conference where he was wined and dined by the company that sells the software to run the loyalty card system and believes their stats about how it saved company X and now that they’ve spent the money the ROI has to meet internal targets or risk embarrassing the CMO.