RetailMeNot initially launched location-based offers to the company’s iPhone app during the 2012 holiday season. By segmenting offers by location, RetailMeNot’s app revamp is aimed at making it easier for consumers to navigate through an inventory of coupons.

“Before we updated our apps with geo-fencing, we saw a lot of demand for in-store offers versus transacting over the mobile platform,” said Brian Hoyt, spokesman at RetailMeNot.com, Austin.

“So the addition of location-based offers are very attractive to consumers taking that weekend trip to the mall,” he said.

“The learnings we experienced helped us develop a more efficient update to our Android app that we announced this week – and previous updates to our iPhone app – including better deal publishing tools for our merchant partners, the ability to search for deals at nearby malls when still at home and in the planning phase of a shopping trip and better app operational efficiencies in terms of protecting a user’s battery life.”

Find me an offer
The RetailMeNot app aggregates deals from thousands of bricks-and-mortar retailers in the United States.

Consumers with the app can receive a notification that signals an in-store coupon for a nearby store based on their device’s GPS.

Examples of brands using in-store offers include The Finish Line and American Eagle Outfitters.

For instance, The Finish Line is currently driving consumers into its New York stores to save up to 60 percent off of select footwear, apparel and accessories.

The app also lets users view a map of where nearby stores are located.

Moreover, consumers can browse through offers to help them map out a shopping trip.

To redeem an offer, consumers show a store employee their mobile device.

Coupons can also be shared via email and social networks.

The app also integrates offers from online retailers. Users can search through offers and save them.

Additionally, the app incorporates a cut-and-paste functionality that automatically drops a coupon code into a retailer’s online site during the checkout process.

For instance, Kate Spade is currently running an in-app offer for 20 percent off of an entire purchase. When consumers click to receive the offer, the app asks if they want to shop with the offer now, which prompts the retailer’s mobile site to open.

The RetailMeNot app is available for free download from Google Play.

Tailored offers
As the mobile deal spaces continues to heat up, marketers are finding that location is key to keeping offers relevant.

In this case, aggregator apps such as RetailMeNot include a wide variety of information, meaning that filtering is key to the app’s success.

Besides location, these shopping apps should also look to leverage browsing history and past offers to slim down the number of offers available to consumers.

“This experience gets more specific and personalized,” Mr. Hoyt said.

“We go from geo-fencing malls to being able to pinpoint specific stores,” he said.

“Offers are more personalized for users based on their likes and interests. Retailers get more sophisticated with pushing offers to interested customers that help them drive trial of new products or push excess inventory off their shelves. And of course, the future of digital payments remain exciting in how they will interface with coupons and offers via our mobile devices.”

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