Making the cell phone part of a multi-channel marketing strategy, two companies are launching a service that lets retailers deliver mobile text coupons that can be redeemed in stores or online, writes InternetRetailer. Communications technology company Twelve Horses and Mobile Technology Group said the coupon service is being deployed in Europe and is being considered by two U.S. apparel retailers and a music merchant. The cell phone coupons are intended for consumers who opt in to receive them after shopping at a merchant.

The coupons, which appear as alphanumeric text messages, can be entered onto a web site or shown to a store retailer. They are expected to be popular with young people accustomed to text-messaging and.

Retailers as well as other marketers are expected to deploy the cell phone coupon service as part of marketing strategies that include email marketing and other forms of advertising.