Couponing seems simple enough — until you take a closer look. Shoppers learning to Super-Coupon come up with all kinds of questions. Here's a good one:

Q: "Your column explaining how stores are reimbursed for coupons made me think about whether or not I should use one store's coupon at a competing store down the street. For example, I received a coupon good for a $5 discount on a $30 grocery purchase at Store A in my area, but I used it at Store B, since they will honor it. But don't both stores lose in this case? I can't see Store A reimbursing Store B for this coupon. And I can't see Store B even bothering to submit the coupon to Store A. How does this work?"

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