Party City is reaching out to mobile users near competing stores with special offers for Halloween. "When these stores pop up, they want to be able to steal market share from those guys and to get them back to one of their stores. ... The real trick is we need to be able to get those locations almost in real time because a month ago, a lot of those stores weren’t even open," said Ted Mann, CEO of SnipSnap, which has a mobile couponing application that Party City is using.

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