| CPC G06Q 30/0229 (2013.01) [G06Q 20/02 (2013.01); G06Q 20/10 (2013.01); G06Q 20/102 (2013.01); G06Q 20/14 (2013.01); G06Q 20/351 (2013.01); G06Q 20/36 (2013.01); G06Q 20/363 (2013.01); G06Q 20/387 (2013.01)] | 20 Claims |

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1. An electronic payment card processing system comprising:
at least one host computing device comprising at least one processor in communication with a memory device; and a multi-party payment processing network for processing payment-by-card transactions,
wherein the multi-party payment processing network comprises a payment processor configured to:
process a first authorization message on behalf of a first merchant, the first authorization message associated with a first transaction initiated by a cardholder at a first location of the first merchant, the first authorization message including transaction data associated with the first transaction; and
transmit the transaction data of the first authorization message to the at least one host computing device, and
wherein the at least one processor of the at least one host computing device is configured to:
receive a request to enroll the first merchant in an incentive service, the request including a geofenced area that includes at least the first location of the first merchant;
identify, from a lookup within a database, a second merchant having a first location within the geofenced area;
link, within the database, the first merchant and the second merchant as part of the incentive service, the linking including the geofenced area that includes at least the first location of the first merchant and the first location of the second merchant;
receive the transaction data from the first authorization message from the payment processor via the multi-party payment processing network;
perform a lookup, within the database in real-time, upon receiving the transaction data from the first authorization message, for the link between the first merchant and the second merchant;
receive, in real-time from a mobile computing device associated with the cardholder via a computer network different from the multi-party payment processing network, a current location of the cardholder, the current location provided by location services executing on the mobile computing device;
compare the current location of the cardholder to the geofenced area;
in response to determining that the current location of the cardholder is within the geofenced area based on the comparison, generate a notification message including data associated with one or more incentive offers offered by the second merchant; and
push, in real-time via the computer network, the notification message to the mobile computing device.
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