—  The power of the physical in-store coupon is outlined in a new study by retail intelligence firm Catalina UK, which shows that printed coupons at the till are now the number one way to receive offers for one in three UK shoppers – up from one in four in 2022. This puts coupons at the till ahead of app-based coupons, which have also grown in usage but remain preferred by just one in four shoppers. These findings are backed up by a Japanese study published earlier this year that showed that paper coupons are more effective, more valued by shoppers and more cost-effective for marketers. The researchers conducted two experiments using simulated coupons: one for Starbucks and one for IKEA, with participants receiving identical paper and online coupons. The result was that not only were paper coupons preferred for their appearance, the clarity of messaging and the likelihood of use, but participants were far more likely to use them.