I;ve had stores ask me this. “Zip code?” and I say “None.” That gets their attention and they look over at me “No zip code?” and I say “Not for you. I’m sure you don’t mind.” And they shrug, “Fine”. Others have pointed out, though, and its very true - they are trying to get a demographic of where people are driving from for future planning.
And it really does help with future store planning. Here’s an example.
Walmart decides they will put a superhuge store in a small town, outside of New Haven, CT, called branford. The place they choose to put it is right on the highway. Good, we all thinki, they will get people from New Haven, and then also from the other diretion down the shoreline. Except there is no way to get off the highway going west direction from the towns down the shoreline. They have to travel a mile or more past that exit, get off, cross the highway and get back on and come back to the easterly exit to get off and come to walmart. Initially, Walmart had promised the town they would enlarge intersections and put a new exit in for the west-coming traffic. Originally there was not exit there because it was a spot where years ago there were tolls, so no way to get off the highway there.
Today, Walmart used its demographics and decided they don’t serve enough of the people from down the shoreline to justify re-working the exit. There is no entrance onto the highway, either from this walmart, for people going back home down the shoreline. YOu must travel 2 miles down route 1 to get on the highway again, which on weekends is nasty traffic.
So people really don’t come there from the shoreline. But walmart doesn’t care, because they cut the shoreline people out of their demographic. The get those numbers from folks who supply them with zip codes, as well as by doing traffic counts and that sort of thing.
Zip codes ain’t no big deal. I just hate being asked them, it feels personal and I feel like its no one’s business. but I understand it.