I think you have to belong to a guild or to a sewing club that has an official card. You just take your membership card to the check out and the clerk/manager will get you a VIP card.
You can get the 10 percent on all items, icluding most sale items, but you can't use it with the 40 percent off coupons, at least not at the store where I shop.
Sometimes you will find a clerk who doesn't know split beans from coffee about the VIP card, but hang tough and be patient. He or she needs to learn the business.
froggyintexas