Providing offers of an item constituting a good or a service to users of a system, utilizing an electronic communications device, comprises at least the following: establishing a communication via the electronic communications device between a given user and the system for purpose of a primary transaction for a first good or service, obtaining primary transaction data with respect to the primary transaction, including the purpose of the primary transaction, obtaining the identity of the given user, utilizing at least in part the primary transaction data including the purpose of the primary transaction and the identity of the user, and determining at least one item for offer to the given user, and offering the item to the given user.