The days of clipping coupons could be coming to an end.

The days of clipping coupons could be coming to an end.

Glimcher Realty Trust, owner of Polaris Fashion Place and 22 other shopping and lifestyle centers, unveiled a new technology last week that will send coupons and sale updates from mall retailers directly to shoppers' mobile phones.

The new technology was designed by New Albany-based eProximiti, which provides an electronic media solution to help local businesses reach consumers while they are shopping.

Jeff Harper, co-founder of eProximiti, said shoppers are encouraged to sign up on eProximiti's local Polaris Web site, www.polarisfashionplacefeatures.com, to receive e-mails and text messages from their choice of retailers and restaurants.

Currently, 12 stores -- including Dr. Mojoe, Perfumania and Chick-Fil-A -- are using the targeted advertising system at Polaris.

Shoppers who have opted in for the service will receive periodic texts or e-mails from the selected retailers and can text a keyword to the company's designated code to receive a digital coupon or sale update while shopping at the mall.

Harper said users will never receive spam.

Wi-Fi Internet access is also provided by eProximiti at the Polaris food court. The network will automatically direct visitors' Web browsers to the Polaris Fashion Place Features Web site.

Harper said at the service's unveiling June 17 that his company's new technology is beneficial for both shoppers and retailers.

"It is designed to be quick, easy and effective," he said at the presentation at the Polaris Fashion Place food court. "We track, monitor and manage this very closely."

He said stores pay for the service on a monthly basis but are able to update their content at any time. Companies are provided details about how many clicks their ad message receives and how many people use the service.

Ivan Harper, the other co-owner of eProximiti, said the mobile service is available to shoppers using smart phones and laptops.

He said his company is working with Google, Apple and Research in Motion, developer of the BlackBerry, to make sure the service is compatible with their mobile devices.

Harper also said eProximiti works with cell-phone service providers, such at T-Mobile.

Jessi Fausett, a senior marketing manager for Glimcher, said the new technology targets the modern consumer.

"Today's shopper is value-conscious," she said. "Shoppers spend an average of 76 minutes in this mall. Our goal is to extend their stay."

She said 19 of Glimcher's 22 malls throughout the country will have the eProximiti service up and running by the end of the year.

"In terms of mall developers, no one else is doing this," Fausett said.

In addition to Polaris Fashion Place, Eastland Mall, River Valley Mall in Lancaster and New Towne Mall in New Philadelphia will use the service by the holiday season.

Jeff Harper said eProximiti also is working with the Park Street district downtown on a similar venture.

Visitors can log onto www.parkstreetlive.com to sign up for e-mail and text alerts from 15 different entities there, including Sugar Bar, the Park Street Tavern and Urban Express. Visitors can also receive updates about Comfest and the Park Street Festival by registering.

Harper said his company also has plans for the Short North and Ohio State University areas of Columbus.

"We've spent a lot of time making each click a very valuable experience," he said. "We are meeting their digital-age expectations."