There are five barriers commonly plaguing loyalty program in achieving real success. First is, Loyalty program is a loyalty approach. Customers wants to purchase and have an exchange of value as a result. Second, the marketing department is responsible for loyalty program. Customer is always at the center of decision-making. Third, customer profitability is the key indicator. Fourth, build a program, the data will come. Giving what the consumer wants is easier, if you know what it is. Lastly, technology makes it easy. We all know that technology can be a key ingredient of a loyalty program, but do not eliminate customer choice.