US Patent 10362439 Proximity-based item data communication

A method includes receiving, at a server from a mobile communication device proximate to a retail store display, identification information for the retail store display. The method includes, responsive to receipt of the identification information, sending, from the server to the retail store display, first display data for a first display to be sent to a first display device of the retail store display. The first display identifies an item and includes first information associated with the item. The item is located proximate to the retail store display. The method also includes, responsive to receipt of the identification information, sending, from the server to the mobile communication device, second display data for a second display to be sent to a second display device of the mobile communication device. The second display identifies the item and includes second information associated with the item. The second information is different than the first information.