ARCHIVES: This is legacy content from before Industry Dive acquired Mobile Commerce Daily in early 2017. Some information, such as publication dates, may not have migrated over. Check out our topic page for the latest mobile commerce news.

RetailMeNot aims to be go-to discounter with Apple Watch app

The digital coupon platform is leveraging location technology, notifications and features specific to the Apple wearable device with the new app to create a cohesive and convenient shopping experience. RetailMeNot aims to be the one-stop place for consumers to access deals and discounted pricing, and is incorporating experiences into numerous platforms, giving shoppers options to use the service however they want.

“The Apple Watch app gives RetailMeNot an additional way to reach tech-savvy, mobile consumers and help them take advantage of nearby offers while they shop,” said Michelle Skupin, senior manager of business to business communications at RetailMeNot. “It is part of RetailMeNot’s strategy to become a go-to destination when consumers are planning shopping trips or are already engaged in their shopping journey, no matter which channel they begin or end with.

“The app uses location-aware technology that sends consumers relevant offer content once they enter a geo-fenced mall or shopping center,” she said. “This helps drive in-store footfall for the retailers, with whom RetailMeNot partners, at specific locations.

“Couple that with personalized offers based on consumers’ preferences, and you have the ideal scenario of a consumer receiving the right content at the right time in the right place.”

Mobile in-stores
Many retailers look to mobile as a tactic to be used within bricks-and-mortar locations, as the untethered technology offers a logical platform to further connect with customers while at store locations. Bridging this gap has provided to be somewhat of a challenge for retailers, and there is likely greater potential for these two sectors to coincide.

RetailMeNot has been integrating mobile into consumers’ shopping experience in stores through various app features and ventures. The Apple Watch app takes the coupon brand one step further into the actual store, supporting RetailMeNot’s goal of being the go-to place for mobile couponing.

Apple Watch users can now quickly and conveniently access coupons without having to dig for their smartphones. While wearing the smart watch on their wrist, customers can view nearby coupons or receive notifications for deals at mall locations, easily access the digital discount and save content to their corresponding iPhones.

When a RetailMeNot user chooses to use a deal they life their wrist, signaling they are ready to redeem to coupon. Once at checkout the associate can scan the barcode located within the app.

Consumers can also send and save coupons they want to use later to their iPhones, which are connected to the Apple Watch.

As consumers become more accustomed to discounts available in little to no time on mobile, retailers need to get involved with services such as RetailMeNot. The app is one place which all of consumers’ deals are congregated, eliminating the need for an overbearing amount of downloads and apps.

The new Apple Watch app continues this idea of a one-stop place for deals. Consumers lean towards services that take up less space, but offer a variety of retailers and deals.

Bricks-and-mortar technology
As more bricks-and-mortar retailers employ mobile and tablet devices to augment consumers’ in-store experiences and drive point-of-sale purchases, they must also be aware of features which customers find helpful, such as product reviews, and those that individuals find abrasive, such as digital display prices, according to a new report from RichRelevance (see more).

Starbucks, Domino’s and Macy’s are also big innovators in in-store mobile activations, paving the way in bringing the platform into real-world retail experiences while taking mobile ordering and payments to the forefront (see more).

“This is something we are helping retailers achieve with our technology,” Ms. Skupin said. “Consumers tend to react negatively to the interruptive model of advertising, e.g. a pop up ad while trying to read an article, play a game, etc.”

“Because of limited screen space on mobile devices, it is better to reach consumers when they are open to engagement versus interrupting their original, intended action,” she said. “When receiving the right content at the right time, consumers love it, and it drives sales for retailers.”

Final take
Brielle Jaekel is editorial assistant at Mobile Commerce Daily