Abstract: A set of current and historical electronic activity data are received from a customer. The activity data corresponds to the customer's interaction with an electronic product entry within a store. One or more electronic activities can be associated with one or more predetermined seller objectives. The seller's objectives are based on maximizing financial profit and minimizing cost of reward distribution. A reward score value is assigned to a customer based on an association between one or more of the customer's electronic activities and one or more of the predetermined seller objectives. A reward is selected based on the reward score wherein the rewards are also associated with one or more of the predetermined seller objectives, also based on the reward score value. The selected reward associated with the calculated reward score is communicated to the customer.