GAP: We’d like your email and zip code, please.

When I checked out at the Gap last weekend, I noticed that the POS terminal, after I swiped my credit card, asked for both my email address and zip code.  It popped an onscreen keyboard that I could use the stylus to type in the information.  There was a conveniently located cancel button if I choose not to enter.  I hadn’t seen this before; the only information I could find was this 2002 press release from Gap.  Has anyone seen this from other retailers?

Josh