A communications network, comprising: a plurality of machines configured to provide consumer products to consumers; a corresponding set of networked beacons associated with said machines, said beacons being configured to communicate wireless signals with unique data respectively indicative of the networked beacons to a mobile device of a user locally positioned from any of said machines, unique data associated with a local beacon causing an app being executed by the mobile device to communicate the unique data and receive content associated with the local beacon; and a server in communication with at least one of the machines; wherein the at least one machine is configured to sense available consumer products at the at least one machine and to communicate information indicative of the available consumer products to said server; characterised in that said server, responsive to receiving the information indicative of the available consumer products, is configured to: (i) based on the information indicative of the available consumer products, determine that the available consumer products are below a predetermined level; responsive to the determination that the available consumer products are below the predetermined level, dynamically select first content for display on the mobile device, wherein the selected first content is not associated with the available consumer product; (ii) based on the information indicative of the available consumer products, determine that the available consumer products are above the predetermined level; responsive to the determination that the available consumer products are above the predetermined level, dynamically select second content for display on the mobile device, wherein the selected second content is associated with the available consumer product; and (iii) communicate the selected first or second content to the mobile device. a plurality of machines configured to provide consumer products to consumers; a corresponding set of networked beacons associated with said machines, said beacons being configured to communicate wireless signals with unique data respectively indicative of the networked beacons to a mobile device of a user locally positioned from any of said machines, unique data associated with a local beacon causing an app being executed by the mobile device to communicate the unique data and receive content associated with the local beacon; and a server in communication with at least one of the machines; wherein the at least one machine is configured to sense available consumer products at the at least one machine and to communicate information indicative of the available consumer products to said server; characterised in that said server, responsive to receiving the information indicative of the available consumer products, is configured to: (i) based on the information indicative of the available consumer products, determine that the available consumer products are below a predetermined level; responsive to the determination that the available consumer products are below the predetermined level, dynamically select first content for display on the mobile device, wherein the selected first content is not associated with the available consumer product; (ii) based on the information indicative of the available consumer products, determine that the available consumer products are above the predetermined level; responsive to the determination that the available consumer products are above the predetermined level, dynamically select second content for display on the mobile device, wherein the selected second content is associated with the available consumer product; and (iii) communicate the selected first or second content to the mobile device. (i) based on the information indicative of the available consumer products, determine that the available consumer products are below a predetermined level; responsive to the determination that the available consumer products are below the predetermined level, dynamically select first content for display on the mobile device, wherein the selected first content is not associated with the available consumer product; (ii) based on the information indicative of the available consumer products, determine that the available consumer products are above the predetermined level; responsive to the determination that the available consumer products are above the predetermined level, dynamically select second content for display on the mobile device, wherein the selected second content is associated with the available consumer product; and (iii) communicate the selected first or second content to the mobile device.