Weekly circulars have already moved from paper to digital with most retailers distributing weekly circulars in digital publications (vs. paper copies in your mail.) Retailers are now going beyond digital to the mobile world with circulars.
"Think of it like this: Instead of poring over a paper circular every week, you’ll be able to check into a store and receive the best deals relevant to you."
The obvious advantage is that it enables better linking between retailer promotions and customers who are likely to be interested and purchase, thereby enabling a much more efficient process of matching customer needs/wants with retailer offerings.
This is a just another sign of mobile becoming an ever increasing platform for marketing, given its ability to target users more accurately than even email or other medium. It also provides a greater ability to track users and generate better data for ROI calculations.
In an age where privacy issues are becoming more and more debated, it is interesting that, in this area at least, customers are open to the usage of personal intent information by retailers - due to the benefit it affords customers.
http://venturebeat.com/2012/07/18/localresponse-shoplocal-mobile-circular/
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