Disadvantage For Companies Offering Loyalty Cards.

• High Cost of Promotion and Implementation
• Effort / human resources possibly removed from other marketing   projects
• Difficult to Get Out of such schemes (once in always in, well at least for a long time) 
• If Scale, Customer Benefits and Other Requirements are Not Achieved Then Scheme May Be an Expensive failure. 
• It May Hide Real Loyalty and Satisfaction Levels (eg. switching may take place following retrieval of minimum accumulated rewards). Ie. Disloyalty may be delayed rather than avoided. 
• Customer Information May Be Partial and Misleading
• Do not Loose Profits to Bonuses and Rewards (What is the real cost/benefit)
• Risk of falling foul of Consumer Privacy ACT