Sometimes there is a 'Submit' button that you need to press to apply the discount. Alternatively, it could be that there are some specific terms attached to the use of the code.
Generally the coupon code box is at the checkout, however sometimes it can be on the personal details or payment page. Also, coupon codes could be referred to as discount codes or promotional codes. There may be a link or button to 'Add promotional code' that needs clicking to reveal the box where you enter the code.
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