A device may receive, from a client device associated with a customer, an agreement of the customer to join a rewards program, and may receive, from the client device and based on the customer joining the rewards program, item data identifying an item placed in a shopping cart by the customer and customer data identifying the customer, wherein the item data is received by a transaction card from a price tag of the item, and wherein the item data is received after the item has been removed from a shelf and placed in the shopping cart. The device may receive rewards data identifying rewards associated with a plurality of items, and may process the item data, the rewards data, and the customer data, with a machine learning model, to identify a reward for the customer. The device may provide, to the client device, data identifying the reward.