Our local Lowes asks for the zip code. She enters it into the register after the card has been swiped and I have assumed the software checks it against the actual record at the bank for verification. Several of the gas stations have the same thing. I doubt the marketing because they already have you shopping at that location. What difference does it make if you are 87104 or 87106? That is a difference of about 1/4 mile where I live. If I had 87450 (I do not know if there is such a one) then I live at some distance from the store so I guess they would not advertise in the local newspaper. Anyway here is to free enterprise.
And besides, the IRS, NSA, EPA, and ??? already know where you are, how you are, what you are buying, where you are buying, when you are buying, what you didn’t buy, your mother-in-law’s maiden name, the license plate number on the car you drove today, your 3rd oldest kid’s GPA, the color of your Irish Setter dog, how many scorpions are living on your property, when the last time you went to the bathroom, how many shotgun shells you own, the make of your bbq grill, etc., etc., etc.