The recession has more Americans clipping coupons, sort of. While coupon use has jumped 10% since October, more of those discounts were downloaded to smart phones and supermarket rewards cards—not cut out from the newspaper. And digital advertising, still a 1% sliver of the discount pie, seems to benefit buyers and sellers alike, the Wall Street Journal reports.
Customers find online bargains easier to find and use, while manufacturers enjoy higher redemption rates and faster turnaround on ads. Some stores have also joined the action by handing out scanners that customers can use to ring items as they shop, and discover discounts in the process. The shopping trip is shortened, and stores end up with a goldmine of buying data.