Abstract: In-store, “non” transaction data is captured and analyzed based on consumer interactions with products at the retail location. Using a mobile device, an image is acquired that identifies a product being offered for sale by a retail establishment. The image is transmitted to a purchase server, which, in return sends product information for the product back to the mobile device, where it is displayed to the consumer. An event signifying a decision by the consumer not to purchase the product is identified and information about the non-purchase event is transmitted from the mobile device to the purchase server.