Electronic coupons have been on companies’ radar for awhile now, but in the past couple of months, more services have been popping up. Unilever launched a test run in late May, offering mobile coupons for Breyers ice cream, Hellmann’s mayonnaise and other products at a single ShopRite store in New Jersey.
“This has been a Holy Grail thing that people have been trying to figure out,” says Marc Shaw, director of integrated marketing at Unilever, the first major marketer to test such a service in the U.S. “I....