A pilot program in Phoenix delivers coupons via cell phone to Visa and Chase cardholders that sign up to receive them from select merchants, reports MediaBuyerPlanner.

The text-message coupons are personalized to match the interests selected by Chase Visa cardholders, then sent using Visa's Mobile Platform. Coupons are redeemable in stores or online, reports Mobile Marketer (via Retailer Daily).

Among the 50 participating merchants are Chico’s, Macy’s, Old Navy, Papa John’s Pizza, Robek’s Juice, and Circle K Stores.

The trial group consists primarily of consumers in the 18-34 age group, due to their widespread use of the medium and everyday texting. Enrollment is online or via mobile.

Merchants hope that the program will increase consumer spending and create greater brand loyalty.

Chase and Visa will evaluate the program’s impact on stakeholder interest, cardholder engagement and card usage when the trial period ends in the fourth quarter.