Good store but poor value!

Well ok I just wanted an electric hook up lead to go camping.
They advertised the price on their website of £39.99 which was similar to e-bay and other shops with the same offerings.
I picked up the lead and they said if I hadn't got their loyalty card the price would be the RRP of £100. In actulal fact the product does not have an RRP of £100! The RRP of their products are vastly inflated....oh dear. Any how after traveling 45 mins to the shop, I had no option but to buy the lead and had to subscribe to their account which was £5 to get the discount.

Why cant this company just charge the prices they advertise without luring customers into the £5 a year loyalty which is completely disfunctional and leaves a bad taste in the mouths of customers. The loyalty prices they charge are similar to other companies....and yet they need to gain £5 a year from you to run the business. Quite honestly it stinks and I wont be going back again.