Latest blow to collecting Zip codes at check-out

[SecularMotion]

A ruling by the Massachusetts Supreme Court is the latest obstacle to the commonplace practice of retailers asking consumers for their Zip codes at check-out.

In a case against Michaels Stores, the court ruled that Zip codes are personally-identifiable information. Similar rulings in California and elsewhere may soon make retailers think twice about the practice, since this could easily be the first of an endless series of expensive lawsuits filed by consumers.

The court's ruling came in a class action case on behalf of plaintiff Melissa Tyler, who charged that by collecting her Zip code when she paid with a credit card, the crafts store was violating a state law that prohibits merchants from requiring personal information when paying with a credit card.

Consumers and privacy advocates have recently become energized about the widespread practice, which many had previously assumed was part of the credit card authorization process. In fact, it is usually a market research effort.

http://www.consumeraffairs.com/news/latest-blow-to-collecting-zip-codes-at-check-out-040513.html

[NV Whino]

1. Santa Rosa Trader Joes collecting zip codes got us a store in Napa

I can't imagine that this is obligatory. And if it bothers someone, why not ask the purpose.

[Gormy Cuss]

3. Why is the burden on the customer to ask?

Retailers are taking advantage of the fact that customers now expect to be asked for proof of who they are to cut down on credit card fraud. Most customers don't even think of the implications of giving retailers ZIP codes or phone numbers. Every data point that can be linked to you makes it easier for companies to target advertising.

Some stores use ZIP data to inform new store location decisions but even when that's a primary motivation there's no guarantee that they won't use the data for other purposes too, such as data profiling of you for targeted marketing. There's also nothing to prohibit them from sharing/selling this data to data miners who will resell and repackage it ad nauseum.


It doesn't surprise me that the MA court has now ruled this is a violation of its privacy laws. MA makes CA look like a weakling when it comes to consumer privacy.


eta from the linked site:
http://www.consumeraffairs.com/news/retailers-want-your-money-and-your-zip-code-040313.html

Do you ever wonder why stores ask for your Zip Code? Some consumers think it must be part of the credit card approval process -- and sometimes it is -- but usually, it's something a little more nefarious.

Many large retailers collect as much information as they can about their customers and sell or trade it to database marketers who make a business out of building profiles of American consumers.

The Zip Code is an important link in this process. The store already has your name, credit card number and information about your purchases. The addition of the Zip Code makes it possible for the database marketers to put together other pieces of the puzzle, including your street address.

[onpatrol98]

2. Some places want fingerprints

[SmileyRose]

4. I have no trouble with zip. It's asking for phone that urks me and I refuse.

In fact when I encounter a place that asks me for anything other than zip I leave the stuff at the checkout and walk out. Quit shopping Kroger years ago because they decided only way to get sale prices was to apply for a saver card that requires a lot of personally identifying information.

[truedelphi]

12. I happily give them the phone number of the

WH.

202 456 1414.

[lastlib]

27. Do what I do. Give them "867-5309"

(you don't have to tell them to ask for Jenny....!)

[FSogol]

29. What's funny is that all of the folks crying about a zip code probably give

oodles of more info willingly on Facebook and other social media.

[marions ghost]

31. good point

---

[pipi_k]

35. Plus...

Some medical centers/facilities now have patient records online.

Patients can look up their accounts to see what treatments they've had...what conditions they visited the doctor for...the diagnosis/prognosis.

All of it.

Anyone with someone else's SS number and a few other basic things can get access to a whole lot of very personal information.

Not to mention that even if their info can't be gotten online, there have been cases where improper disposal of medical and bank records in dumpsters has happened.

So, while people's very personal information is being carelessly hurled about here and there (unless one lives in a cave 100 miles from civilization), bigod, nobody's gonna know what they buy in the grocery stores!

yeah.

[Orrex]

34. When I lived in State College PA in the 90s

I worked with a woman who actually had that number.

She said that they got between five and ten calls each day asking for Jenny.

[lastlib]

40. I've read that phone companies don't even issue that number any longer.

I worked with a girl named Jenny a few years ago, and I frequently addressed her as "Jenny, Jenny"; if she had known where it originated, she probably would've slapped the sh!t out of me!

[reflection]

44. I did that a few months ago.

The young lady behind the counter said "Well that number is registered to Mr. (x) but your debit card says (y)."

I had to explain how I was screwing with her and that obviously Mr. (x) got to her before I did.

[politicat]

37. Strategies for that:

Fill out the card form with entirely fictional information like:

Beverly Claus
110 Polar Place
North Pole, Alaska 99887
505 867-5309
[e-mail]

Get your friends to do the same.

Then, a few months later when you think about it, put all of your cards in a hat and swap them. It messes with the purchase tracking (since the bacon lovers with two dogs and no kids probably buy entirely different groceries than the vegans with toddlers and birds).

My choices on grocery stores are the union shops that use cards or the anti-union, anti-health care weirdness that is Whole Foods or a non-union-but-treats-workers-okay-and-has-great-produce-but-limited-non-produce. If I eliminated the union shops with cards, groceries would become a much more arduous task than they currently are.

[FSogol]

5. You can't just make up 5 numbers? Um 5..7..6..3..1?

Let them send their ads to Nome, Alaska.

[lastlib]

28. (see post #27)

[FarCenter]

6. Some gas pumps in MA request zip code when you use a credit card.

Since it seems to vary by credit card, it would appear to be used to authenticate the user.

Gas purchases are a high fraud transaction, since all you have to do is skim and replicate another persons card -- easy for a waiter to do, for example. You can use blank plastic. It doesn't have to have credit card graphics or embossing to work in the pump.

Besides, Track 1 usually contains the cardholder's name.

[GeorgeGist]

7. No ID ...

No sale.

[Gormy Cuss]

10. No sale...

If enough consumers vote with their feet, no business.

[Purplehazed]

8. Just over the border in NH....

I am friendly with the owner of a gas station/convenience store that is frequented by folks from Mass traveling north for the weekend. I have witnessed some of these customers getting irate because the pump asks them for the zip code. In this case, it is just for verification of the card. As far as I know, zip code has been used for a long time when making online purchases. Of course, customers are always welcome do go inside and pay where they are not asked for their zip.

[Phentex]

9. It happens here too

in GA but I can't remember when it started. And it's a royal pain IF you happen to enter the wrong zip code and need to re-enter it. I guess it needs to match the billing zip code in order to process.

[Nye Bevan]

11. I always say "90210". (nt)

[reformist2]

16. I love it! (And am going to copy it, too.)

[fadedrose]

13. I think it's mostly for mailing advertisements

In Port Huron (48060), people get a Kmart grocery ad, but not Fort Gratiot (48059) - a couple of miles away from the store. They may not want to compete with Meijer's and Walmart groceries (both 48059), so why pay for an ad?

We do get their general merchandise ad though.

[FarCenter]

14. Grocery stores already know who you are from scanning your discount card.

[reformist2]

17. It's kind of amusing/creepy to think they have a record of every food item you've purchased.

[Oilwellian]

26. Why would one give their real name on the application for these cards?

I've been Gladys Knight at Krogers for years. LOL

[Orrex]

38. My grocery store required ID before issuing a discount card

And my license picture doesn't look anything like Gladys.

[SecularMotion]

39. ID may be required if your discount card also allows you to write or cash checks.

[Heywood J]

15. Nobody ever seems to know what to do with L8H 4S2...

[alcibiades_mystery]

18. Typical conversation

Cashier: Can I have your zip code.
Me: No.
Cashier: Um. Er. I need it to complete the transaction.
Me: No you don't.
Cashier: Um. Er. Oh, OK. Here it is. OK, $17.89 please. Go ahead and swipe your card.
Me: Thanks. Have a good one.
Cashier (whispered): Douchebag.



Alternative Script 1:

Me: Do I get free stuff for being part of your marketing survey?
Cashier: Um, no?
Me: Then no.

Alternative Script 2:

Me: I give you money, you give me item. That's how the buying/selling thing works.

[greytdemocrat]

19. I can think of better...

Things to be upset about. Zip is only an area code, big deal.

As someone else mentioned, it's common in gas stations. Been doing it
for a long time here in FL.

Crate & Barrel always asks for it too.

[TroglodyteScholar]

21. It has a legitimate purpose at gas pumps.

It's to verify that you are indeed the cardholder.

In stores, though, they're using it to build a consumer profile of you and potentially sell info about your consumption to the highest bidder. Not a legitimate purpose in my view.

I made a cash purchase at Party City just this weekend. The lady at the counter said, "Can I get your zip?" I replied with a simple, "No," and she said..."Well, nothing I can say to that!" Then she promptly completed my cash transaction. No big deal.

[sir pball]

41. Datamining isn't quite that sophisticated yet.

56,438 people live with me in 10031. Iff that's all they're asking me for, it really doesn't bother me at all - that isn't personally identifiable information, especially when you're paying cash.

Not saying it's against your rights to refuse or anything, just that there are much better things to be paranoid about.

[TroglodyteScholar]

43. Correction:

That isn't personally identifiable information ONLY if you're paying cash.

[HappyMe]

20. Meh.

It doesn't bother me. Our grocery store doesn't ask for it. I have been in stores where they ask. I just tell them. I think they want to know how far away you are from that location.

There are worse things in life.

[TroglodyteScholar]

22. If you use a "discount card" at the grocery...

...they have your zip because you provided it when you signed up for the card.

[HappyMe]

23. Our store doesn't have those.

I think it's kind of funny that people are upset about zip codes. Given all the personal info they put out there via FB, Twitter, Instagram, and smart phone apps.

[TroglodyteScholar]

42. Yea, well...

Many of us are very careful about avoiding invasive social media and refusing to install apps that request permissions that shouldn't be required.

Shrug no more.

[GreenStormCloud]

24. Tens of thousands of others share my zip code.

So I don't see that I am giving anything particularly private about me away.

The store just wants to know their marketing area. With big chain stores it is useful in deciding where to build and open a new store.

[davidpdx]

25. It seems like instead of requiring a zip code they'd ask for a piece of ID

If it was about verifying who the cardholder is. Usually don't merchants ask that when you write a check? (I don't know because I haven't written a check in almost 10 years as I live abroad. Here they have a very different system).

[siouxsiecreamcheese]

30. I just feel bad for the cashiers

Cashiers don't want to ask that sort of thing, but their registers won't let them go forward with the purchase unless they put something in. They have to deal with assholes all day, and then you have the assholes who act like the cashier personally wants their personal information. On top of that, usually they have no idea WHY they have to ask the customers these things. I used to be a cashier when I first started working years ago, and I absolutely hated when management made us do these things. Never seen more attitude or jerks in my life. Just give a fake number, dammit, and try to make a low wage worker have a decent day.

[HappyMe]

36. Thanks for that.

Everything is always the cashier's fault. People show up with outdated coupons, sale paper from 2 weeks ago, 5 for $1 doesn't mean 6 for $1, my fault your card was declined....

[marions ghost]

32. I always say No

to phone number requests and email requests. (In a nice voice)

Usually the cashier just says OK. (in a nice voice)

I'm not very free with personal information. You are not bound to answer much of anything you don't want to.

[mrmpa]

33. When asked,,I tell the clerk to make one up..............

I hate marketing. Just did this last week at a Tuesday Mornings. I said use 90210, the marketing team can try to figure out what someone from Beverly Hills was doing in Western Pennsylvania.