A customer reward service may reward customers who show or are expected to show frequent patronage to a provider of a good or service. The type of reward given to a customer may depend on a variety of factors including the real-time location of the customer, registration or profile data, or other pertinent data provided by or about the customer including the customer's purchasing history or the customer's social interactions. By collecting and considering a variety of data associated with a customer, a business may provide rewards and incentives tailored to the customer thus improving the ability of the business to better attract and retain customers.