JCPenney and Cellfire Launch U.S. Retail's First Mobile Coupon Scanning Program

In a first-of-its-kind program for a U.S. retailer, J. C.  Penney Company, Inc. (NYSE:JCP) 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.

Cellfire is a free service, although standard data or usage charges may apply depending on the carrier or data plan. Consumers can register for Cellfire via their computer or mobile Web at cellfire.com/jcpenney [1] or by texting “JCP” to 22888 on their phones. To receive JCPenney coupons, shoppers must be registered with Cellfire and live within the Houston metro area. Cellfire automatically delivers savings directly to consumers on their mobile phones, and provides frequently updated discounts specific to their geographic area.  Unlike text-based offers, Cellfire’s application-based service enables consumers to easily store, search and use many discounts across multiple merchants and locations.

JCPenney’s mobile coupon scanning program utilizes the Motorola DS9808 digital imager scanner – a versatile tool with the ability to read 1D, 2D and PDF-417 bar codes.  The scanner will allow JCPenney associates to quickly and effectively scan mobile coupons at first pass – helping increase productivity and ultimately improve the overall customer experience.

About JCPenney

JCPenney is one of America's leading retailers, operating 1,106 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com [2], and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $18.5 billion in 2008 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

About Cellfire

Cellfire provides consumers with convenient discounts directly on their mobile phones. Cellfire is the first nationwide mobile coupon and discount offer service that allows consumers to easily access deals from brand-name merchants nationwide through their cell phone.  Founded in January 2005, Cellfire is headquartered in San Jose, Calif.  For more information or to download Cellfire, visit www.cellfire.com [3].