Examples of such novel services that exploit real-time knowledge of a shopper’s in-store activities and product-level interactions include: (a) Smart Reminder: that reminds you, for example, pick up milk only if you walk past the milk section without picking up milk; (b) recipeGuru: that identifies and provides alerts if you pick up the wrong item for your stated recipe; and (c) Recommender: that uses knowledge of the products you’ve been picking so far to build a dynamic, episode-specific interest profile, and suggest complementary items (e.g., a bottle of wine to go with your selected cheese).