Procter & Gamble, Clorox, Del Monte, Kimberly-Clark and General Mills will begin a four-month test sometime this spring to determine how consumers will react to using wireless coupons.

Users will download a mobile-marketing application from San Jose-based Cellfire Inc. to their cell phones, enabling coupons from the companies to be stored directly on their wireless devices.

The companies want to reach consumers in the 25-to-34-year-old age range because this group includes young parents who might not only need baby supplies, home-cleaning supplies and household products, but who also don't use traditional paper coupons.

"The key objective for this test is to find out who are the people who actually would use a mobile for [these types of] transactions," said Tai Doong, director of digital marketing at Del Monte Foods Co. Doong declined to discuss how much the program would cost Del Monte.

While in a Kroger store, shoppers can use their phones as virtual shopping lists. If a shopper finds a coupon he wants to use, he selects it from his cell phone, and the discount information is sent to Kroger's computer system, which identifies the shopper by his loyalty card number. The discount is then applied when the shopper presents the loyalty card at checkout. Once the coupon is used or expires, it is automatically deleted from the consumer's phone and savings card to prevent over-redemption, Cellfire said.

"Mobile/paperless is a winning combination," said Roger Entner, senior vice president of the communications sector at New York-based IAG Research Inc. "You have quite a dedicated group of people who love to get coupons and a bargain, and this makes it pretty straightforward for people to get their coupons."

Read more about mobile and wireless in Computerworld's Mobile and Wireless Knowledge Center.

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