A networked system comprises a main controller that allows users to act as customers, promoters or merchants of smart articles that are displayed by promoters who have purchased these articles from the merchants. The customer uses a controller device to access data from the smart article by capturing an identifying marker on the article and transmitting the foregoing data to the main controller which places the customer in communication with a merchant controller associated with the merchant from whom the promoter purchased the article. The merchant can thus provide data regarding the article to the customer via the main controller and depending on how the customer acts, the merchant can allocate a reward to the promoter via a promoter controller associated therewith.