A method of providing rewards to a user by storing, in a portable computing device, user profile data which may be accessed by a merchant terminal only if allowed by the user. A merchant terminal interacts with the portable computing device by accessing the user profile data from the portable computing device if allowed by the user, and providing the user with a reward in accordance with the user profile data allowed by the user to be accessed by the merchant terminal, wherein the merchant terminal provides a relatively greater reward to the user when the user allows relatively more user profile data to be accessed by the merchant terminal and a relatively lesser reward to the user when the user allows relatively less data to be accessed by the merchant terminal.