A system and method for implementing a customer incentive program that conditionally rewards a customer based upon the customer's movement through a shopping area and/or responses to questions which refer to the shopping area, sections of the shopping area and/or products located in the shopping area. While moving through a shopping area, a customer is monitored using a customer tracking system and/or presented with questions using a customer interface device. The customer is rewarded based upon the nature of the customer's movements and/or the nature of the customer's responses. The customer incentive program is designed to expose a customer to particular sections of a shopping area or specified products in the shopping area in order to motivate customer impulse buying.