Many of our funding sources require that we provide audience demographics information tied to zip codes. Many customers are apprehensive about sharing full mailing address, but sharing zip code only is easier for them. For Physical Events, the only way to get this at this time is from credit card transactions but it will be best to have users provide this info at time of purchase.
There is the option of requiring full mailing addresses but that becomes cumbersome and time consuming when selling tickets on day of show to long lines of people.
Having this functionality will also allow us to gather zip codes from cash transactions and not only credit card transactions.