From the Shopper's point of view
The shopper has a membership card for the network, along with a photo ID, like a driver's license. They also, if visiting this site often, will know which retailers participate in the network.
Now, armed with this information, one may actually travel to another town to visit that retailer. They may have seen some product or service, via this site, that they wanted.
The visitor shows up, and cleans out the store (figuratively speaking), knowing he or she will only pay the listed prices. Even if one of the items has a 2 for 1 promotion on, the shopper gets that deal too.
The new patron goes to the cash, flashes the membership card which is personalized for them, and the retailer (optionally) requests to see a photo I.D. The photo I.D. matches the name on the membership card, and then the retailer does their magic. The result is what-you-see-is-what-you-get... list price, and a happy customer!
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