1. A mobile device for providing a personalized transactional benefit at a point of purchase, comprising: a communications module configured to retrieve from a network personalized identification information associated with a consumer based on a personalized identifier uniquely associated with the consumer; a reader coupled to the communications module and configured to capture, at the point of purchase, an image representing a product identification indicia, wherein the communications module accesses the network to identify the captured image and to retrieve from the network information associated with the captured image; and a visual output device coupled to the communications module configured to visually output the personalized transactional benefit based on the personalized identification information associated with the consumer and the information associated with the captured image, wherein consumer identity is shielded from a retail establishment where the product identification indicia is captured.