Oxyfresh.com has a scrolling list of their new customers. Nice idea. Click image below to see live list-
Taking the idea one step further an etailer could use geolocation to identify visitor location and display new customers from that state.
This strategy works especially well for higher ticket, longer consideration items. For example, if I was considering LASIK surgery and visited lasikplus.com seeing a real-time list of people (non PII data) getting surgery right now could be the push I need to pick the phone.
Another place where this could work well is bluenile.com where they could show a scrolling list of customers buying engagement rings.