A merchant point-of-sale (“POS”) system architecture is provided. Systems and methods are provided for enabling merchant funded rewards at a POS terminal. Systems and methods are provided for tracking customer activity and determining an appropriate merchant funded reward. The POS terminal may determine an appropriate merchant, funded reward based on location and historical customer transaction data. The merchant may offer a custom reward that promotes customer behaviors that are advantageous to the merchant and other transaction participants. A merchant funded rewards program may be configured to drive incremental sales to merchants that participate in the program.