Fifty-three percent of respondents to a RetailWire poll in February said that obtaining zip codes of customers was somewhat or very critical for retail marketing efforts. The California Supreme Court may have been cognizant of that view but in a recent decision nonetheless made it illegal for retailers to collect customers' zip information when they paid with credit cards. While collecting zips might be good for retailers, the court reasoned, it violated the state's right to privacy laws.
Far away from California in Louisiana, legislation is being considered that seeks to keep retailers from collecting personal data for marketing purposes.
Rep. Austin Badon, who introduced the legislation, told The Times-Picayune, he was asked to supply personal information by a store clerk when he wanted to make a purchase.
"Why do I need to to give you my phone number to buy dog food," he asked the clerk.
Many of Mr. Badon's constituents have reported being asked to supply personal data including, telephone numbers, zip codes and more.
Mr. Badon has expressed a willingness to amend the bill to address practical concerns of retailers and others.