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The Tampa Tribune reports that “Publix Super Markets is quietly testing a new discount initiative for grocery shoppers that could thrill coupon clippers: Offering digital, paperless coupons that can be redeemed at the register the same way other chains use membership cards.

“Publix is a long way from launching the system regionwide and may ultimately skip it altogether, but seeing such a major grocery explore the idea has the coupon industry buzzing.”

Here’s how the system works:

“Customers would go online to the coupon publisher or, log in with a new Publix ID or other membership code, then choose and digitally clip coupons. SmartSource then would digitally credit the customer's account. When Publix shoppers reach the checkout, they would enter a phone number in the credit card swipe terminal, and the register would automatically deduct the coupon value from their total purchase.”
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