The days of paper coupons may be even shorter than we thought if supermarket chain A&P’s mobile phone text-coupon program is any indication of a new trend to save shoppers money.

Starting in March, the New Jersey-based company gave shoppers a new way to reap the benefits of having a loyalty Club Card by offering a coupon alert option that is sent directly to their cell phones. This mobile coupon benefit is the result of a partnership developed between A&P and Zavers, a mobile technology provider, last year.

The two began working together to build and implement a digital promotions platform for A&P, enabling the chain to offer mobile coupons. The texting option is just one component of that partnership.

A&P’s coupon texting option first requires consumers to visit its website and create an account, building even more Web traffic. Once a consumer has a Club Card account number, they can view coupons online, choose which ones they want to use, and save their options online. They then take their Club Card with them to an A&P location and save money by scanning their card when they checkout.

For the texting portion of the plan, when a new coupon is available, a text is sent to participating shoppers describing the coupon and providing a code for shoppers to respond to if they want the coupon added to their account. To redeem the coupon, again, shoppers only need to swipe their Club Card at the register.

“This program is an important addition to our loyalty club card programs, and provides our customers with another reason to shop at A&P,” said Lauren LaBruno, A&P’s senior director of public relations, community affairs and customer care. “From a marketing perspective, there is a generation of consumers that is increasingly turning to the Internet and to their mobile phones for product information and savings opportunities, and this program allows us to reach them the way they want to be reached.”

She continued to say that since launching mobile coupons in August 2009, A&P’s coupon redemption rates have gone as high as 45% and average double-digit percentage rates compared to 1% for paper coupons. “Consumers tell us how easy it is to sign up and get started on the program, they tell us they love the amount and breadth of coupons available, and that this program allows them to take advantage of manufacturer and private label savings without the hassle of paper coupons,” she added.