More marketers try out mobile couponing

06/29/2006 | Advertising Age (tiered subscription model)

A number of major retailers looking to reach consumers on their wireless phones are expected to launch "mobile couponing" promotions in the next few weeks, indicating that redemption rates have become high enough for big marketers to try the format. Couponing works like this: Retailers deliver coupons redeemable for things like free movie rentals directly to consumers' handsets just as they're walking by a store. If the consumer enters the store and buys an item linked to the promotion, a sales clerk punches in a special coupon code and sends the consumer on his or her merry way.

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