I think it is smart. I'm smart but I don't fool with coupons routinely. I know, that's not thrifty but I really hate fooling with the darn things. I am that person who makes a grocery list but never has it when I'm at the market. And I'm going to clip, organize, and have coupons at the market? I don't think so.
I've recently started doing it regularly, mostly at Target and CVS. Using their apps alone saves quite a bit and then if I clip coupons on top of that and the item is on sale or gives a gift card, I can save even more. Certain items can end up being free. So I do it for fun to see how much I save. My last trip to CVS was $35 worth of items and I paid 50 cents plus tax. It is time-consuming and it doesn't take into account the value of my time, so I don't think it's for everyone.
Even I use coupons and if I buy groceries, my wife always reminds me to take the coupons. And if I forget to take them woe be unto me when she finds out....especially if they expire!!!! We have HEB and they have in-store coupons...and glad they do...but it seems they should probably have a card for their store like Kroger....save a lot of printing. I think I'm funny when they say "You just saved $$$$ with your coupons." My reply is, "No....I just spent $$$$$$$$$$, so I didn't save anything." It's ok....the clerk doesn't laugh either. Guess I'm not as funny as I think I am......