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BizReport : Loyalty Marketing : March 14, 2008

Coupons: From clipping to clicking

A new service launched today by AOL could signal the end of coupon clipping and the beginning of coupon clicking.

by Helen Leggatt

shortcuts%20logo.gifAOL’s new service, Shortcuts, aims to bring coupons into the 21st century. The free program allows loyalty card holders to search for offers by product, category or brand and have those offers, or coupons, instantly added to their loyalty cards. The offers are applied when the consumer purchases the relevant items and swipes their card in-store.

Consumers can print out lists of the offers they have added to their loyalty card and keep tabs on how much they have saved via an online profile and account.

Grocery stores will be the first to use the system, with The Kroger Co. being AOL Shortcut’s first retail partner along with consumer brands Kimberly-Clark, General Mills and Kraft.

“Everyone wants to save money at the grocery store, but the hassle of paper coupons gets in the way,” said Sharon Baker, Executive Director, Shortcuts. “Shortcuts offers a simple online solution that takes scissors out of the equation. Shoppers simply click to add coupons to their store loyalty cards, swipe at the register and save money. It really doesn’t get any easier.”

As well as the ease-of-use aspect of Shortcuts there are also environmental benefits and green marketing is a topic on which many consumers, and marketers, are placing increasing importance.

Tags: AOL, coupons, green marketing, loyalty cards, Shortcuts

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