Whats to burst, storage is dirt cheap and they get their tiny data breach fines (if any) whether or not they store the color of your second dogs favorite chew toy with the rest of the info.
Okay, then collecting the data is expensive. Storage being cheap really doesn't matter. You can store tons of unstructured data but that data isn't valuable until it is structured which takes time and money.
Organizing the data is part of collecting it. For something like customer checkin data it would seem to be organized right at the point of collection. The clerk types your data into a database record and submits it to the store.
