Now the iPhone not only can point customers to the nearest Rutter’s, but now it can save them money once they arrive.

Rutter’s Farm Stores is rolling out mobile couponing via its iPhone application, which is available as a free download from www.rutters.com. Customers who already have the Rutter’s app  can download an update to enable them to receive coupons and offers.

As with traditional paper coupons, Rutter’s mobile coupons will vary over time to include offers for cents off gasoline or other items, buy-one-get-one-free, or even free items. Rutter’s has been working with suppliers on this cutting-edge technology; the first set of coupons will be sponsored by the Hershey Co., Pepsi and Rutter’s Dairy.

“We believe that Rutter’s is the first convenience store in the U.S. to introduce coupons on a mobile phone,” said Scott Hartman, president and CEO of Rutter’s Farm Stores. “We’ve made a significant commitment to our customers to provide them with the latest technology, from our Web site and social media to mobile applications, which now include money-saving coupons.”

Customers who open the Rutter’s iPhone app will find coupons under “deal alerts.” When a customer clicks “use it now,” a coupon appears on his or her screen for a short amount of time, during which it can be scanned at the regular checkout – without any paper required.

The iPhone app also makes it easier to use a Rut

ter’s Rewards loyalty card. Customers can register their cards using the app. Then, clicking the “Rutter’s Rewards” icon will pull up their member number and bar code, which can be used instead of a Rutter’s Rewards card or key fob for transactions.

This feature has met with early approval from customers who want to take advantage of the benefits associated with a loyalty card but prefer the ease of using their mobile device.

“Great app,” wrote David Napierskie of York, Pa. “I hate carrying those loyalty cards. This is an awesome alternative.”

The free Rutter’s Rewards card allows customers to earn cents off gasoline by purchasing more than 1,600 everyday items bearing a special display icon. More than 150,000 customers have saved money on gasoline since Rutter’s Rewards debuted in the fall.

Rutter’s iPhone app also allows users to get directions to their nearest Rutter’s store and to check current gas prices. Rutter’s plans to introduce apps for Blackberry and Droid mobile devices in the coming months.

Rutter’s Farm Stores operates 54 convenience stores in Pennsylvania.