The way we do business continues to change with technology. Coupons have been traditionally used as a means of price discrimination. For example, people who think it is worth the extra effort to cut coupons out of newspapers take advantage of price savings while those who are less sensitive to price don't bother with the coupons.
In this article about coupon web sites, the author discusses how the latest technology is impacting the way coupons are used. In the example previously mentioned about cutting a coupon out of the newspaper, a consumer must subscribe to the newspaper and also take the extra time to cut the coupon out. But now in the day of sophisticated phone apps, consumers have the capability of finding and redeeming coupons very easily. The author of the article contends that the whole purpose behind coupons are beginning to be lost with web sites and phone apps, since the deals that are being offered are so easily accessible.
In order for coupons to still be used for price discrimination, it will be important in the future for companies to require a little bit more out of their customers than simply Googling and downloading phone apps that give nearly effortless access to coupons.