I worked for a (now out of business) retailer. They collected zip codes from folks who didn't have their version of a loyalty card. They used this data to inform automatic shipments of seasonal and/or regional merchandise. They were usually pretty good at hitting just in time sales for annual festivals, fairs, those sorts of things.
One year, we received surf boards, shorts, and skin-care products for sun exposure in January. In Iowa. In January. It turned out that our "privacy minded" (read: militia lite) area had stuffed that system so full of 90210 zip code that the automatic routing and warehouse system was sending us the merchandise for southern California.
It was amazing. And so, so stupid. (they're out of business for many reasons, executive level stupidity being the leading one)