At the same time, however, businesses can make good use of this information. By learning more about a customer's preferences, they
can provide extensive personalization. By learning customer demographic information such as ZIP codes, they can customize the site
by selecting weather-appropriate products, featuring products that match local tastes, and displaying prices with actual shipping
charges. Of course, by sharing customer information with partners, businesses can develop a greater collection of information and
thereby better understand their customers.