The notion of offering coupons via mobile phones has been bandied about since the earliest days of the wireless web, but now it looks like mainstream brands are increasingly convinced that consumers are willing to give them a try. On Sunday, FMCG giant Unilever will kick off a trial powered by mobile marketing startup Samplesaint.com that will let consumers redeem coupons by having a supermarket cashier scan their phones. The four-week long test will be conducted at a ShopRite supermarket in Hillsborough, N.J., and if successful, will be rolled out to more stores.
Why now? Unilever director of integrated marketing Marc Shaw acknowledged to the WSJ.com that mobile coupons were