An indication to a consumer that a product or item on a retail fixture matches a set of consumer preferences is provided by equipping a retail fixture with a consumer identification unit and with a display unit indicator associated with a sample product on the retail fixture. Responsive to a consumer moving from outside the proximity to inside the proximity of the consumer identification unit, the identity of the consumer is established, and the consumers set of preferences is retrieved. It is then determined, automatically, which sample products on the retail fixture matches the consumers preferences, and a display unit indicator is illuminated for the matching sample products such that the attention of the proximate consumer is directed to the physical location of the matching products.