Glimcher Realty Trust, based in Columbus, Ohio has figured out that letting customers dial up bargains at its shopping centers is good business.

The real estate investment trust joined forces with marketing firm eProximiti, also based in Columbus, to launch a wireless Internet and mobile marketing technology at Glimcher properties, starting with Polaris Fashion Place in Columbus.

Using the eProximiti technology, shoppers can find out about local sales promotions, event information and discounts while they shop. As they stroll through the shopping center, customers can use mobile phones or stop at the food hall to use their netbooks. A landing page touts relevant ads and promotions. With a click, a consumer can download a coupon and send it to a mobile phone to use in a store.

The program will roll out at 19 properties by the end of the year.