Online deal site RetailMeNot has revamped its mobile couponing application to give consumers more control in finding and redeeming online as well as in-store coupons.

RetailMeNot’s launch of the 3.0 version of its Android and iPhone app is heavily focused on location and tying together multiple devices so that consumers can have a seamless experience across multiple devices. In addition, the app has been updated with a new design.

“Consumers have a healthy appetite for in-store offers,” said Michelle Skupin, spokeswoman at RetailMeNot, Austin.

“We think our new upgrade, connecting the desktop and mobile platforms to make sharing coupons between devices easier, will help consumers time-shift more when they shop and now save,” she said. “The most likely use case is that you are sitting at home online via your desktop checking out deals while logged into RetailMeNot, you see an in-store coupon and save it.  Later, when out and about shopping, you will go to your phone to retrieve that offer.”

Revamped app
With the new RetailMeNot app, users can sync up their desktop and mobile accounts so that coupons can be saved and shared across multiple devices.

With a RetailMeNot account, consumers can get a first look at select coupons and can access weekly newsletters and alerts.

A membership also lets consumers track their savings to better understand how much money they are saving.

One of the biggest challenges for marketers with mobile coupons is cross-device attribution, which a log-in account could help with.

The app has also been updated with a new bookmarking feature that lets consumers store coupons via the home screen of the app.

Additionally, the new design is meant to improve the app’s navigation and put more of a focus on the stores, retailers and digital coupons within the app.

RetailMeNot’s platform now supports 1,100 geo-fenced areas, which is up from its previous 500 malls. According to the company, the key to the geo-fences is that they are tightly wrapped around areas, which helps battery life.

RetailMeNot reports that its RetailMeNot Coupons app for iPhone and Android devices has been downloaded 4.5 million times as of the second-quarter of 2013. All of the company’s apps have accumulated 7.1 million downloads.

RetailMeNot’s push notifications

Location-based offers
RetailMeNot has been building up its mobile efforts over the past year as consumers turn more to their mobile devices to find and redeem coupons.

In fact, a study from RetailMeNot from earlier this year found that 51 percent of consumers would be more likely to shop in-store if they received a location-based mobile coupon (see story).

Additionally, the company updated its Android app in May to focus more on location (see story).

By focusing on location, RetailMeNot is aiming to differentiate itself from the other mobile coupon options that lure retailers in driving in-store traffic.

“Merchants are getting excited about how deals via our app can drive foot-traffic in-store and increase sales,” Ms. Skupin said.

“Look for RetailMeNot to make it as easier for merchants to publish more in-store offers and track their effectiveness,” she said. “Also, for consumers, expect more shopping locations to get geo-fenced.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York