Zip Code, Please

Retail stores frequently collect postal Zip Codes from customers. The data tells the retailer,in general, where customers come from. Statistical analyses of Zip Codes, combined with census data and the company's own database, create effective marketing tools. The analyzed data can indicate potential for new store locations, advertising targets for existing stores and even market penetration for existing stores (as well as competitors' collateral effectiveness in a given market) to name some uses for the data. Of course, all this mined knowledge depends on the cooperation of the customer to give their Zip Code to the cashier at the check out stand.

When a cashier greets the customer with, "May I have your Zip Code?", approximately 49 out of 50 customers will grant the request. Some customers simply say, "No" to sharing their Zip Code. In most cases, the negative response is accompanied by an explanation. Examples of reasons given by customers who refuse to share their zip code are many, including:

• I don't know it. I just moved here.
• I'm not from around here, so it wouldn't help you.
• I don't want you sending me any mail.
• I resent intrusions on my privacy.
• I don't like being held hostage for information about me.
• I don't want your company to build a store in my neighborhood.
• I don't want advertising in my neighborhood.
• I make it a practice never to give anyone my Zip Code.
• Why do you want it?
• I don't want any telephone solicitations?
• I don't want to be entered into a drawing.
• You already have it on file.
• My wife takes care of that.
• I'm in a hurry.
• I don't share it.
• It's classified.

And, so it goes with the Zip Code non-responders. Most customers would probably just as soon not be bothered. I'm sure that quite a few, who share their Zip Code, do so to avoid being disagreeable, The cashier, who may attempt to persuade them to share it, may say that it is only for market studies and won't result in other actions. Conversely, many customers gladly share their Zip Code with the cashier, being genuinely cooperative people, who feel that (as long as there is no extra cost involved) what is good for the retailer is good for them, too.

Next time you check out of a big box store, how will you respond to a request for your Zip Code, agreeably or disagreeably? if you choose the latter and want to offer a reason for your refusal, you may use any of the above excuses. At least, you'll amuse the cashier with your self-importance or cluelessness.