Embodiments disclosed herein may be directed to the intelligent distribution, redemption, and tracking of coupons. Modernized couponing processes described herein may provide meaningful synergy between three different parties, namely the shopper, the retailer, and the product supplier. For example, while shopping at a retailer, a shopper may use their device to scan a barcode of a product that they wish to purchase. Based on the scanned barcode, relevant coupon offers associated are identified and presented to the shopper on the user device. The shopper may then select one or more coupon offers to be redeemed at the point of sale.