JCPenny and Cellfire have announced that they are launching a mobile coupon scanning program offering coupons on mobile phones that can be scanned in retail stores. The technology allows the user to download digital coupons that they can carry into the store to have scanned for a discount.

The coupon is displayed on the cell phone screen and the cashier can scan the 2D barcodes with new scanners at registers that can read them. The pilot program is starting at 16 stores in the Houston area.

The coupons offered through Cellfire are the same coupons that JCPenny offers via the mail to all customers. The program will run through the fall and holiday seasons with new coupons offered most weeks.