Abstract: An RFID bracelet, wristband or other ticketing medium having an embedded RFID chip, is provided by an issuing organization such as a sports franchise and is utilized by a customer, such as a season ticket holder, for example. The bracelet tracks the customer's consumer behavior and provides incentives to use the bracelet, such as individualized targeted discounts on merchandise and concessions at an event. Customer information gathered is in real time and can be useful in marketing and promoting efforts in the current season. This allows the issuing organization to promote/market to a specific game or to a specific season ticket holder. Middleware mediates transactions between the RFID chip and the venue or a vendor, as well as other transactions.