RetailMeNot is making a play in automotive in a partnership that will see the online deal site’s offers integrated into the new General Motors OnStar commerce and engagement platform, bringing nearby sales and coupons to the attention of connected motorists.

The integration of RetailMeNot’s digital offers inventory into OnStar AtYourService will enable OnStar Advisors to help customers quickly learn about sales, coupons or other deals at nearby stores and restaurants for which they request location directions. The move is the latest example of how 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.

“To take a line out of our commercial, RetailMeNot wants to save the world – some money,” said Brian Hoyt, vice president for communications with RetailMeNot. “Anytime you have an opportunity to get your brand and services in front of millions of consumers, you take advantage of that opportunity.”

Offering choice
RetailMeNot’s Web site and mobile application offer consumers choice in savings while they shop.

OnStar serves more than 6 million subscribers in North America and is a provider of connected safety, security and mobility solutions and advanced information technology.

Its key services include automatic crash response, stolen vehicle assistance, remote door unlock, turn-by-turn navigation, vehicle diagnostics and hands-free calling.

Bringing deals to connected GM vehicle owners.

“The power of OnStar enables 6 million of their subscribers to get more familiar with our digital offer services,” Mr. Hoyt said. “For retailers, the connected car opportunity is an exciting new channel for RetailMeNot to drive nearby consumers into their stores.”

The first phase of the relationship will be unveiled this week at the 2015 Consumer Electronics Show at the Chevrolet booth.

RetailMeNot-powered special offers from national retailers will be integrated into the demonstration of Chevrolet’s cars connected by OnStar with 4G LTE at its booth.

OnStar customers in Chevrolet, Cadillac, GMC and Buick vehicles will be able to connect with advisors and be offered any available deals powered by RetailMeNot at customers’ requested destination.

A recently conducted RetailMeNot survey found that 51 percent of respondents were more likely to enter a store and buy something if they received an offer on their mobile device while near that store.

“RetailMeNot’s relationship with OnStar is another practical application of that consumer sentiment,” Mr. Hoyt said.

The location-aware RetailMeNot app is already on the phones of millions of consumers. It has consistently been rated at one of the top shopping apps and has been featured as a Top 5 free lifestyle app in iTunes and a top free shopping app in Google Play.

“The relationship with OnStar is an extension of our app’s services to help consumers save money,” Mr. Hoyt said. “OnStar Advisors will now have a safe way for shoppers heading out to the mall or making an impromptu stop at a store or restaurant to find a RetailMeNot deal that helps encourage them to make a purchase.”

In September, RetailMeNot 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 was heavily focused on location and tying together multiple devices so that consumers could have a seamless experience across multiple devices.

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.

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

OnStar promotion on Web.

“Location-specific offers are a powerful marketing tool for retailers to attract on-to-go high value consumers while they are in shopping mode,” Mr. Hoyt said. “The relationship with OnStar provides a safe way to find those offers while consumers are en route to their favorite stores or restaurants.”

Final Take
Michael Barris is staff reporter on Mobile Commerce Daily, New York.