Techniques for maintaining information that identifies an association of a virtual asset to an item, updating the association of the virtual asset to a user profile, and generating a recommendation for another item based on the updated association may be described herein. For example, data may be received in response to a user device interacting with a machine-readable identifier of an item. An association of a virtual asset may be updated to reflect that the virtual asset is associated with a user profile instead of the item in response to receiving the data. In some embodiments, a recommendation may be generated and provided to the user device that identifies other vendors or items based at least in part on the updated user profile.