An end to clipping?

AOL is encouraging coupon-clippers to go paperless with the launch of its Shortcuts service.

Like the Kroger digital coupon model, Shortcuts.com links online coupons to grocery store loyalty cards. Discounts are automatically applied when users scan their card at the register. Shoppers set up accounts through their loyalty card and can search offers by brand, product, or category.

Partners include Kroger grocery stores, General Mills, Kimberly-Clark and Kraft, according to DM News.

CMS Research's 2006 Trends report found 81 percent of shoppers have at least one grocery store loyalty card, and 75 percent use it weekly.

AOL first got into the coupon business last June.