Economy & Business

BUSINESS NOTES RETAILING COUPONS FOR THE COMPUTER AGE BUNDLED TOGETHER AND STUFFED INTO WALLETS OR PURSES. NOW DISCOUNT COUPONS, WHICH ARE USED BY SOME 80% OF U.S. HOUSEHOLDS TO LIGHTEN THE LOAD OF GROCERY BILLS, ARE ENTERING THE HIGH-TECH ERA. MANY SHOPPERS IN THE NEW YORK, SEATTLE, SAN FRANCISCO AND LOS ANGELES AREAS CAN GET COUPONS QUICKLY AND NEATLY FROM NEW COMPUTERIZED

MACHINES THAT HAVE BEGUN TO APPEAR IN GROCERY STORES.

One of the first coupon dispensers, produced by Coupon Systems of Rolling Hills Estates, Calif., displays a list of up to 40 brand-name products. Customers hit buttons corresponding to their choices, and the coupons are printed out. They can then be redeemed at the checkout counter as usual. For each of its products listed, the manufacturer must pay a weekly charge of $10 per store to Coupon Systems, which installs the machines. The company gives a percentage of its revenues to the supermarket.

The innovation seems to encourage impulse buying. One study showed that 50% of shoppers use computer coupons for products they ordinarily never purchase. Thus customers might save more money clipping coupons the old-fashioned way.