The loyalty cards can also backfire on supermarket chains. Safeway was sued for not notifying customers of product recalls even though it had the purchase data: http://www.progressivegrocer.com/top-stories/headlines/healt...
Ultimately, the shopper failed to prove his case. He claimed Vons was negligent for not cleaning up spilled yogurt, but during the trial somehow failed to prove (1) that there was some spilled substance which would have caused him to slip and (2) that his knee injury was caused by the slip and not by subsequent activities after he left the store.
"Evidence of a person’s character or character trait is not admissible to prove that on a particular occasion the person acted in accordance with the character or trait."
My jury experience led me to believe that evidence rules are very stringently applied.
My experience with this: I worked at an insurance company for five years. A lot of what we did was driven by questions of what would hold up in a court of law if we got sued. Generally speaking, proving someone was an alcoholic had no bearing on the decision (there were exceptions: some policies had odd language driving those exceptions).