JCPenney launches Mobile Coupon scanning program.

In a first-of-its-kind program for a U.S. retailer, J. C. Penney Company, Inc. and Cellfire Inc. are helping shoppers conveniently ring up savings with an innovative cell-phone coupon program. Using breakthrough technology, customers are able to download and carry coupons on their mobile phones that can be scanned directly from the phone’s display screen at the register. New imaging scanners capable of reading these “2D” barcode coupons have been deployed at point-of-sale registers in 16 JCPenney stores in the Houston metro area.

“We’ve always made it easy for our customers to save money,” said Mike Boylson, executive vice president and chief marketing officer for JCPenney. “These mobile coupons are the ultimate in customer convenience, because there’s no need to clip or carry around a printed coupon, and they can be instantly scanned from a cell phone. It’s another way we’re innovating to enhance the customer’s shopping experience.”

JCPenney will promote this initiative – introduced during National Coupon Month – through Web and mobile advertising, and directly via e-mail and other messaging to members of JCPenney’s JCP Rewards program in the Houston market. Customers who have downloaded Cellfire can have access to the same coupons on their cell phones they would receive from JCPenney by mail.

“Mobile coupon scanning is the latest way we are helping consumers easily take advantage of the discounts at their fingertips,” said Brent Dusing, chief executive officer of Cellfire. “We believe this will be the first step in taking this technology to a variety of markets and industries, passing along the savings to consumers nationwide.”

Continuing throughout the fall and holiday seasons, JCPenney will offer coupons almost every week, including some that are exclusive to JCP Rewards program members. Offers will include targeted discounts and mobile-redeemable rewards.