What is the appeal for consumers to receive discounts like this versus finding a coupon or receiving

Question:

What is the appeal for consumers to receive discounts like this versus finding a or receiving the discount in-store while shopping?
Coupon
A coupon or coupon payment is the annual interest rate paid on a bond, expressed as a percentage of the face value and paid from issue date until maturity. Coupons are usually referred to in terms of the coupon rate (the sum of coupons paid in a...