The Coup-O-Dex organizing system-marketed for the first time this spring in coupon-laden Sunday newspaper free-standing inserts in California, New Eng-land and the Midwest-has been such a hit that its manufacturer can't keep up with demand.
Thousands have been sold and thousands more are ordered, the company says.
"We're back-ordered, and we've had to add several telephone lines to manage the calls," said Paul Wilson, president of Direct Access International, Escondido, Calif.
The $19.95 Coup-O-Dex is a Rolodex-like flip file. Mr. Wilson, who claims to save his family thousands of dollars a year clipping coupons, said he invented the Coup-O-Dex after growing frustrated with traditional walletlike coupon organizers that made it hard to find coupons quickly while shopping.
The 12-inch Coup-O-Dex is designed to go from the kitchen to a supermarket shopping basket, resting securely on a standard cart's handle. Up to 800 coupons can be stored in the file in transparent sleeves; cards are organized in 32 product categories. The unit is also equipped with a calculator and slots for on-pack and odd-size coupons.
TALKING TO SPONSORS
Direct Access is now talking to major marketers including Con-Agra's Healthy Choice brand about product sponsorship on or within the file; marketers are also proposing to include recipe books and tips in the file.
Since the product's introduction last January, the company has enhanced its design to draw attention to the 1-800-COUP-O-DEX message emblazoned on the file for other shoppers to see.