The document discusses how mobile technology is transforming retail, with smartphone usage and mobile queries for coupons increasing significantly year-over-year. It proposes that retailers supplement their strategies with "mobile couponing", using a 6C framework involving customer behavior, connecting digital and retail media, strong calls to action, closing the redemption loop to gain customer data and insights, building customer confidence, and creative couponing programs. Examples are given of a successful mobile coupon campaign run by Blockbuster that drove hundreds of thousands of redemptions using customers' existing mobile phones.