Abstract: There is disclosed herein a system of allowing an on-line merchant to incentivize secondary sales at a selected brick-and-mortar store comprising: offering a rebate coupon to a consumer over a computer network; basing the value of the rebate coupon on the value of an on-line transaction; offering the consumer a choice of brick-and-mortar stores for which he may receive the rebate coupon; transmitting the rebate coupon from a rebate coupon provider to the consumer to provide the consumer with an incentive for visiting a brick-and-mortar retail store; and offering upon issue of the rebate coupon by the rebate coupon provider (1) a sales commission to the sales representative group servicing a retail store selected by the consumer; and/or (2) a discount to the retail store on future purchases of products from the on-line retailer.