A server receives over a network from a mobile computing device recipient reaction information. The recipient reaction information includes encoded information obtained by the mobile computing device. The encoded information is obtained by the mobile computing device from a machine-readable representation of the encoded information affixed to a physical package. The server associates the recipient reaction information to a record for a transaction. The physical package contains at least a first product shipped as part of the transaction. The associating is performed using the encoded information. The server transmits to the mobile computing device transaction information. The transaction information is usable to perform a user interaction function related to the transaction via the mobile device.