Target today rolled out a scannable mobile coupon program that allows guests to receive offers directly on their mobile phones. Coupons are redeemed by scanning a barcode on the phone at checkout.
"At Target, we know that mobile phones are an integral part of our guests' lives, and mobile coupons are just another way we're providing convenient, on-the-go shopping solutions," said Steve Eastman, president of Target.com, in a statement.
Guests can opt in to the program on their PC at Target.com/mobile, on their phone at m.target.com or by texting COUPONS to 827438. After opting in, guests receive a text message with a link to a mobile Web page that contains multiple offers, all accessible through a single barcode. Offers are single use and expire on the date listed.
Retailers have traditionally refrained from scanning barcodes off phones at the point of sale because laser-based scanning equipment couldn't deal with screen glare. However, optical scanners, which essentially take a photo of what they're scanning, are changing all that.
JC Penney is currently testing a barcode program at 16 of its East Coast stores. That program uses optical scanners from Motorola.