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"The traditional paper coupon is going to die.
"What I don't want is a paper coupon good for a dollar off something.
But the resilience of the humble paper coupon appears particularly remarkable.
Some marketing experts say that while old habits resist change, the demise of the paper coupon is a sure thing.
But while the cool logic of efficiency suggests the traditional paper coupon is in imminent peril, the marketplace tells another story — at least so far.
The paper coupon, Mr. Brown insists, is a powerful marketing vehicle to reach millions of consumers and build brands and customer loyalty.
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However, the app appeals not only to a younger demographic that no longer clips coupons but cares about savings, while also earning the love of the extreme couponing crowd that stacks Ibotta's offers with paper coupons to save even more.
Paper coupons, by comparison, have redemption rates lower than 1percentt.
But redemption of paper coupons has leveled off since 1986.
By contrast, he said, "it was sometimes embarrassing" to use paper coupons.
Robbin Smoke, 44, said she would prefer to have the paper coupons.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com