Target is entering the increasingly crowded retail mobile coupon arena, launching a new national program that allows customers to receive coupons directly on their mobile phones and redeem them by scanning a barcode at checkout.

Target says it is the first national retailer to offer scannable mobile coupons directly to customers’ mobile phones for redemption in all of its stores. (via MediaBuyerPlanner).

Customers can opt in to the program on their PC or mobile browser or via text message. After opt-in, customers receive a text message with a link to a mobile web page that contains multiple offers, all accessible through a single barcode. Offers are single-use and expire on the date listed.

In addition to using the new mobile coupons, participating Target customers can access their mobile gift cards, view online assortments, check product availability and store locations, manage their gift registry and lists, browse weekly ad flyers, and receive text and e-mail notifications of special deals, all via their mobile phones.

Department store retailer JCPenney piloted a similar program at select stores in the Houston, Texas area last fall. The program allowed customers to download and carry coupons on their mobile phones that could be scanned directly from the phone’s display screen at the register.

Global Mobile Advertising Grows Steadily

The global mobile retail market is expected to top $12 billion by 2014, according to a new study by Juniper Research. Mobile coupons is currently the largest segment in the mobile retail market, but mobile advertising is expected to grow steadily, overtaking mobile coupons by 2013.

The study indicates that the mobile retail market, which was worth $4.1 billion in 2009, will experience average annual growth of about 24% during the next four years to reach slightly more than $12 billion in 2014.