The US-based Kroger Co. has partnered with Cellfire, Inc. to begin offering customers coupons through their wireless devices. To use the service, customers must first link their mobile number to their Kroger Plus savings card. Customers then select coupons from Cellfire.com via their phone and load the coupons to their savings cards. The coupons are automatically applied at checkout with use of the savings card, and are deleted from the queue after use.

Advertisers have been quick to embrace the mobile coupons as they have complete control and can quickly present new coupons based on prior offer performance. Suppliers can also gain unique shopper insight from aggregated redemption data that's not available via other coupon distribution channels, allowing them to better serve consumers.

"Mobile couponing is a winning initiative for us. Cell phones are always with the consumer and association with the grocer savings card makes it simple and convenient," said Karl Schmidt, director of promotional marketing at General Mills. "Plus mobile is an exciting new medium that extends our reach and influence to a younger generation of shoppers who are less inclined to clip coupons from newspapers, circulars, or direct mail."

"We're constantly seeking new innovations to provide our customers with more ways to save," said Glynn Jenkins, spokesman for Kroger. "With Cellfire, the ability to access grocery coupons using their cell phone helps our customers to save both time and money, resulting in a satisfying shopping experience that truly delivers on our 'customer first' promise."