confirm riders and passengers are wearing a helmet and other legally required protective gear, where required;</li> <li>ship or deliver products that you purchase through our e-commerce store or otherwise, including associating the unique ID code of any vehicles purchased through our e-commerce store with your account;</li> <li>process payments, subscriptions or donations and any discounts or special offers such as free unlocks;</li> <li>communicate with you about your account, interactions or transactions including service- related announcements such as changes to our policies. As allowed by local law, we may also send you surveys or marketing communications on behalf of Lime and/or third parties, including information about features and enhancements to our Services;</li> <li>personalize advertisements to you (for more information, see the "Advertising and Analytics" section below);</li> <li>ptimize, develop and improve our Services, including for creation and training of machine learning models to optimize, develop and improve our Services (e.g. to improve the accuracy of our helmet detection software).