A thing of the past

Five of the largest consumer-packaged goods companies are partnering with supermarket chain Kroger to test coupon delivery on mobile devices, reports Advertising Age.

Kroger teamed with Procter & Gamble, Clorox, Del Monte, General Mills and Kimberly-Clark to try recapturing consumers that no longer clip coupons out of newspapers.

Users must download an application called Cellfire to their devices. The app reflects deals on offer by the five companies. It will also create personalized lists of deals they may be interested in.

When shoppers go to the store and use a loyalty card, the Kroger's computer locates which deals apply to them and automatically subtracts the discounts at check-out.

Other retailers, besides the top five, use Cellfire's system. And about half a million people use the application, with almost three quarters under age 35.