From the Examiner:

Swiping a customer loyalty card at a Burlingame store may eventually send your ZIP code into a city-commissioned study.

The Burlingame Planning Department decided in July to commission an economic study of the downtown area. Guidelines released to prospective consultants say the study should analyze customer ZIP codes mined from local franchises. "Local chain stores do collect that kind of data and if it's just a matter of where shoppers are from, I would think they'd share. People know that data is collected," said Maureen Brooks, senior planner for the city. She said the city wants to know if the downtown market is unique compared to the rest of Burlingame.

But many stores have privacy policies that prohibit sharing or selling that data. "We would not give out those ZIP codes, for competitive reasons and just as a matter of customer policy," Blockbuster spokesman Randy Hargrove said. Neither would Gap. Other stores handle requests case by case. "Safeway has a very strict privacy policy. We can't evaluate the request until we see exactly what it is," said Jennifer Weber, director of public affairs. Stores might fight harder to protect the information than some customers would. Several patrons of Burlingame's downtown business district Monday afternoon felt comfortable with the city's proposal.

Gary Hamel said the government got everything but his blood type when he emigrated from Berlin. "There are no more secrets. It's very difficult to withhold any information; you really got to run fast. Why hide?" Caroline Berning and a shopping companion also had no problem with it. Other patrons worried. "The government has enough information as it is. I'm not very comfortable about it. But it's already happening," Frank Mena said.

Consultants have until Sept. 2 to submit proposals for the economic study to the Planning Department.

– Written by Fiona