A system and method for determining the identity of a product and then calculating an offer price for the product are disclosed. The identity of the product may be determined using near-field communication in one aspect. The system and method are operable to enable retailers to provide a lowest price for the product and conduct a series of offer calculations to determine an offer for a consumer. The offer is based, in part, on costs to the consumer in executing the transaction (e.g., travel time, fuel, etc.). The offer may be higher than the lowest price as determined by each retailer, respectively, while still providing a discount to the consumer to entice a purchase of the product.