Cross-couponing is a marketing strategy that combines discount coupons or promotional offers from two different but complementary brands, or within the same brand or product line. This approach aims to encourage cross-buying, attract new customers, and increase sales by offering added value to consumers. For example, a coupon for a coffee brand can be combined with a coupon for a pastry brand, or a coupon for one product can entitle the holder to a discount on another product from the same brand.