Mobile loyalty and coupon technology provider CodeBroker has introduced CodeBroker Mobile Loyalty Solution, which enables retailers to conduct mobile coupon campaigns, integrate existing loyalty programs into mobile apps, and deliver a variety of mobile text alerts and information. The technology is now in use by some initial clients, including Target Corp.

A consumer opts in through an e-commerce or m-commerce site or mobile app to a retailer’s coupon program via the CodeBroker system. A retailer uses CodeBroker, either standalone or integrated with a marketing or customer relationship management system, to generate coupons and transmit them via text message at intervals of their choosing. A coupon might simply be a text-only message with a code the consumer presents to a cashier. Or, if a consumer has mobile web access, he is directed via hyperlink to a mobile-optimized page hosted by CodeBroker containing a two-dimensional bar code that a clerk can scan at checkout in a bricks-and-mortar store.

Conventional laser scanners cannot read bar codes on smartphone screens due to the reflective nature of the screen. Newer, optical scanners, sometimes referred to as “imagers,” can scan codes on a smartphone. So far, CodeBroker’s initial clients all have optical scanners in their stores. These scanners are not common today, but experts say they will become more common as more retailers have to replace aging laser scanners.

For loyalty functionality, a retailer integrates CodeBroker into its loyalty system, enabling consumers to sign into their loyalty account on a retailer’s mobile app to check points, view rewards and receive more information via text message.

“Embracing the mobile platform will enable retailers to better connect with customers through the timely delivery of messages, great deals, and loyalty program benefits and information,” says Dan Slavin, CodeBroker co-founder and CEO.