Cellfire, the mobile couponing firm that has mostly done deals with grocery stores like Vons and Kroger, is branching into retail with a new trial at JCPenney. Sixteen stores in the Houston metro area will participate in the program; they’ve installed scanners at the registers that will be able to read Cellfire’s 2D barcodes. JCPenney plans to offer discounts and coupons on a weekly basis.

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Consumers register for the Cellfire coupons online, or by texting “JCP” to a special number; JCPenney will be promoting the service through the holiday season with web and mobile ads, as well as emails to its rewards club members. There have been a number of mobile coupon-related trials in recent months, including a deal between Unilever and mobile marketer Samplesaint.com—but the JCPenney/Cellfire tie-up is one of the first that’s focused primarily on retail and apparel, as opposed to CPG or food brands. Release.