A system and process to generate product brand loyalty and provide incentives at the agent-to-agent level of the supply network tree is disclosed. Exemplary embodiments provide a “dynamic coupon” which is a dynamic electronic file construct that includes a changing value associated with a product/service. The dynamic coupon improves for example the effectiveness of existing cashback coupon programs. The coupon may be integrated into a digital wallet, which may be provided to user members (for example agents in the supply chain) on a loyalty network. Each owner of a digital wallet may have dynamic coupons in their wallet that are accrued based on consumer activity with products or services they are involved with. The coupon may be product specific, attached directly to the finished consumer good/service.