Merchant or Third Party Controlled Environmental Adjustment Devices

A method comprising:

• receiving, with a user device, data indicating a user interaction with a secondary device of a service provider;
• determining, from the interaction data, that the secondary device is located in an area proximate the user device;
• determining, from the interaction data, an identity of the service provider and a product associated with the user interaction;
• communicating an environmental rule associated with the service provider and the product to cause the secondary device to adjust a physical parameter of the area proximate the user device;
• receiving, in response to the communicating the environmental rule, feedback data indicating a user reaction to the adjustment of the physical parameter;
• and
• updating the environmental rule based on the feedback data.

A non-transitory machine-readable medium having stored thereon machine-readable instructions executable to cause a machine to perform operations comprising:

• receiving an indication that a user is interested in or has purchased a product;
• receiving, from a first device, proximity data indicating that a user device is located in an area proximate the first device, wherein the area is associated with the product;
• receiving, from the user device, identity data;
• automatically determining, from the identity data, that the user device is associated with the user;
• automatically determining, an operational rule for the first device based on the indication and the determination that the user device is associated with the user;
• and
• communicating the operational rule to the first device to cause the first device to adjust a physical environment of the area proximate the user device.