1

A system comprising:a loyalty user interface module comprising a processor and a computer readable storage medium having code stored thereon to direct the processor to,

receive an input from a consumer defining a parameter of a loyalty program; and

communicate the parameter to a loyalty engine in communication with a payment processing network.

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2

The system of Claim 1 wherein the loyalty user interface module is located remote from the consumer and is configured to receive the input over a computer network.

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3

The system of Claim 2 wherein the loyalty user interface module is located with the loyalty engine.

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4

The system of Claim 2 wherein the loyalty user interface module is located with a merchant.

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5

The system of Claim 1 wherein the loyalty user interface module is located in a device of the consumer.

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6

The system of Claim 1 wherein the computer readable storage medium further comprises a second code configured to determine whether the parameter violates a constraint.

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7

The system of Claim 6 wherein the constraint comprises whether the parameter conflicts with a second parameter of another loyalty program.

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8

The system of Claim 1 wherein the parameter relating to structure of the loyalty program is selected from a points-based structure of the loyalty program, a discount-based structure of the loyalty program, a time-limited structure of the loyalty program, entry into a sweepstakes program, qualification for the receipt of free merchandise or gifts, or a geographic limited structure of the loyalty program.

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9

The system of Claim 1 wherein the parameter relating to a nature of a reward qualifying act is selected from an act during a limited time period, an act in a limited geographic area, a purchase utilizing a particular financial instrument, a purchase of particular type of good or service, a purchase of particular of good or service, a character of an instant purchase relative to a prior purchase, a purchase in conjunction with a coupon, a purchase in conjunction with a sales event, accumulation of a certain amount of purchases or points during a time period, a response to questionnaire/survey, and an act by party other than specific customer (employer, family, friends).

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10

The system of Claim 1 wherein the parameter relating to a nature of a reward is selected from a timing of fulfillment of the reward, a specific act required for redemption, a particular good/service or type of good/service comprising the reward, entry into a sweepstakes, redemption of the reward from a catalog or menu, redemption of the reward within a particular time period or geographic area, a source of the reward, or whether the reward is a discount on product purchased or for future product.

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