1. A server system comprising: a database for storing consumer information comprising, for each consumer, an identifier associated with the consumer and information corresponding to at least one electronic coupon, the electronic coupon comprising identification of a product or service and an amount by which a purchase price is reduced, wherein information necessary to redeem the electronic coupon at a point-of-sale terminal is not transmitted to the consumer; a mobile coupon redemption module for receiving a consumer's identifier from a point of sale terminal; an authentication system for authenticating the identifier received from the point of sale terminal; and a redemption system for sending, based upon successful authentication of the identification, to the point of sale terminal, information required for redemption of at least one electronic coupon associated with the consumer, wherein the identifier itself is nonredeemable for a discount.