Stores

So this is going to be another ‘stupid’ question, but i can’t find an answer anywhere.
Could someone enlighten me as to how a user who is placing a coupon can associate that coupon with a particular store? As far as i can see, when a user registers, there is no way for them to create a store or upload a logo. And there is no way the a coupon can be linked to a store. As far as I can see, stores can be created from the back-end, then each coupon has to be edited by Admin in order to link stores and coupons together.
I’m assuming i’m missing something, because this would create quite a bit of admin!