If you want to avoid your customers to use the coupon mulitple times then it is strongly recommended you turn on user registration.
A directory without registration can be access from many different devices and has almost no security to prevent users to use the coupon multiple times.

With user registration enabled all the coupons in the directory are available only once per registrated user.
If registration is enabled it is also possible to hide used coupons for directory users.

In the advanced coupon builder it is possible to setup "reset after validation" settings. It will allow the user to use the coupons for example once per week or once per month.
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