What it Really Does:

As a "side effect" to swiping, we get a robust, customer database virtually free of charge and without ever having to ask! We can then add more to the driver's license information like the date and time of the customer's purchase and the item(s) purchased. And later we can add even more bits through a technique called computer matching.

Also, this database is not a generic, marketing database but it's one we really care about; it describes the very people who have come to our business (maybe even multiple times) and made purchases. Now we have a list of their names and addresses and an idea of what they like to buy and when.

The headache of age identification suddenly becomes a goldmine of opportunities!