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The publishers have the option of opting out of a store's loyalty programs. It's up to the publisher if they want to participate or not and the big 6 (now 5) chose not to. At least that was the case with Fictionwise and their Buywise Club as well as the Buy-10-Get-One-Free program at OmniLit/ARe. The loyalty programs are written into the contracts, so if the publishers says no there's nothing the store can do.
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