I'm a little confused by this. The article states that Google is primarily targeting online shoppers, but when you read a bit more about the program on the Ret

I'm a little confused by this. The article states that Google is primarily targeting online shoppers, but when you read a bit more about the program on the Retailers page on the product site, it talks extensively about benefits like not needing to scan coupons, increasing foot traffic (e.g offline commerce). So is it a mobile/digital coupon solution, a "targeted" promo code for online shoppers, or both?