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RetailMeNot expands beyond push strategy with sports complex partnership

Digital coupon multinational RetailMeNot has partnered with the Circuit of the Americas sports complex to test geo-fencing technology via the coupon giant’s application.

RetailMeNot has formed a multi-faceted partnership with COTA. While it’s traditional strength stems from statistical and consumer assessment through e commerce retailers, the coupon company is testing the location-based waters to dole out coupons for brick-and mortar retailers.

“RetailMeNot’s geo-fencing technology will enable us to send our app users relevant event-based offers inside COTA,” said Brian Hoyt, vice president of communications at RetailMeNot, Austin, TX.

“You can expect to see static and digital signage throughout the facility, including creative content on video walls encouraging sports fans and concertgoers to download the RetailMeNot app,” he said.

“COTA will work with RetailMeNot to offer consumers compelling offers during live events only accessible via the app.”

Mobile targets
Targeted offers are a critical ingredient in acquiring repeat customers.

As consumer purchasing power rises, obtaining new customers may be difficult with the flood of money-saving apps.

Consumer connectedness to online and mobile applications facilitates a real-time feeling of fulfillment at the point-of-sale, which RetailMeNot intends to focus on.

The advertising and marketing agreement with COTA enables RetailMeNot to promote its services to more than a million fans attending events at the new motorsport and entertainment venue.

“There is no other facility like Circuit of The Americas in the United States”, said Ben Cahalane, chief sales officer at Circuit of the Americas, Austin. “This uniqueness, combined with our event diversity and global reach, is attractive to brand marketers, as is our ability to create year-round activation opportunities for partners through a variety of prestigious sports and entertainment events.

“We offer great creativity and flexibility in how brands can activate with us,” he said

Personalized offers such as COTA’s MotoGP Family Four Pack, which consists of two adults, two kids tickets, four sodas, and four pizza vouchers for $149. This is a 20 percent discount-to-face value.

Partnering with RetailMeNot is an advantage to the aforementioned parties, as the app platform has been proven to help drive sales.

“Our technology is often the nudge that encourages consumers to make that purchase when they receive an offer at a store,”  RetailMeNot’s Mr. Hoyt said.

“Second, there is a real branding benefit to getting sales or offers in front of deal-seeking consumers that in millions have downloaded our app,” he said. “If the offer is relevant and provides value to consumers, we believe our track record will show that brands and other businesses that want to reach specific audience groups attending these events can drive sales.”

Final Take
Michelle Saettler is editorial assistant on Mobile Commerce Daily, New York