Large grocer signs on for mobile coupons

Packaged goods companies are beginning to adopt a more proactive stance to the mobile realm. With the help of CellFire, a mobile coupon company, many CPG brands including General Mills and Kimberly-Clark are testing a system which will deliver coupons to Kroger consumers via their mobiles.

by Kristina Knight

Based on CellFire's technology, which manages a user's shopping list on their mobile device, the brands will deliver coupons for products like cleaning products, baby care items or groceries. The coupons will be targeted to those between 25 and 35 years of age.

Here is how the system works: the coupons are first stored on the mobile and as a consumer shops they can choose which coupons to use by clicking "Use Now" on their phone. A coupon code appears which the store's clerk can punch in for redemption.

Coupons have been big business for packaged-goods brands for years. The problem is that fewer and fewer consumers want to clip coupons, haul them to the store and then redeem them. By making coupons available through a mobile device, which most consumers carry all the time, CPG brands have a better chance of getting customers to use the coupon and become loyal to the brand.

In addition to the new CPG campaign, CellFire offers coupons for several popular restaurants, video rental stores and florists.

Only Kroger customers already enrolled in the grocer's loyalty card program are eligible for the CellFire deal.