This article examines the use of discount coupons as a promotional tool for retailers. It is starting from the description of the intense competition that occurred today in the world of retailing. The author stated that based on research results within the last eleven years conducted in all countries, including Indonesia, discount coupons are very effective and the most popular promotional tool. Discount coupons also exist in the virtual world through on line shopping and m-coupons. The next discussion is about the analysis results of research on coupons from the non-psychological approach that more effectively applied in the field of retailing than non-psychological approach. While the research gaps that can be studied further for those interested in this field are using experimental design, focus to retailer as the object of research, and it could take a research location in Indonesia. The reason why consumers are not using coupons is also presented, so it can be anticipated in order to minimize the failure of using rate coupons.