Digital offers marketplace RetailMeNot is stepping into mcommerce by offering users curated content on the home page featuring shoppable items.

The RetailMeNot app, which enables consumers to sort through coupons and deals from thousands of retailers, is now offering a “products” section on the home page that will feature aggregated content that shoppers can purchase immediately. Rolled out ahead of Father’s Day, the new functionality will enhance users’ shopping processes and provide easy-to-buy items from mobile-optimized retail sites, should consumers lack the time needed to visit a bricks-and-mortar store.

“We’ve been testing product-related offer content in our email newsletter and desktop site for the last year, and have experienced positive demand from millions of RetailMeNot users who want more ways to save when using our services,” said Brian Hoyt, vice president of communications at RetailMeNot, Inc., Austin, TX.

“The goal of launching our products on the app business is to find new ways to scale this content further within our mobile channel to help give consumers another reason to use our app and enable retailers to promote specific items within their inventory, or to work with brands and actual product manufacturers who want to sell direct to consumers,” he said.

“Integrating this content into our fast growing mobile channel is another way for our retail and brand partners to present this curated offer content to inspire mobile users higher in the funnel to shop.”

Expanding offerings
RetailMeNot’s expansion into shoppable, curated content proves the brand’s dedication to cementing its status as the go-between for consumers and major retailers. Users who are on the lookout for ideal Father’s Day gifts can now pull up the app homepage and scroll through the featured items, which can be purchased instantly.

After a user locates a desired product and clicks on it, he or she will be deep-linked into the mobile-optimized site of the retailer that offers the product. He or she may then complete the purchase process and enter shipping details.

The retailer selling the item will remain in control of the transaction and may continue fostering a relationship with the customer. RetailMeNot will aid the participating brands in ensuring that the mobile shopping process is as seamless and streamlined as possible.

Additionally, consumers will have the ability to apply applicable deals or coupon codes provided by RetailMeNot to the retailer-sold products, a move which may snatch customers away from other third-party sites that do not offer this feature.

RetailMeNot claims that it has long known its consumers have been interested in product-level offers, and realizes it is engaging more users with this content via mobile channels. The company hopes to add more retailers and brands to its repertoire as it sees conversion rates in mcommerce increase.

“We’re excited to give consumers more ways to save with RetailMeNot when they shop using our app,” Mr. Hoyt said. “Based on users’ reactions to product offers within newsletter and desktop site, we are hopeful that we will have ample demand for product promotions on the app.

“Users’ engagement with this product offer content on the RetailMeNot app will lead to further development to enhance the mobile shopping experience.”

Mobile advertising
RetailMeNot is also ramping up mobile advertising opportunities for marketers after seeing 18 million unique visitors each month on mobile at the end of 2015’s first fiscal quarter. Brands and manufacturers will be able to advertise directly to targeted users within the app.

It will offer advertisers the ability to showcase inventory in retailer-specific collections products, such as a summer clothing line. Futhermore, RetailMeNot will tap its personalization engine to promote targeted collections via push notifications on mobile.

The company, which is experiencing strong reported mobile growth, is placing more effort than ever on reaching consumers via their smartphones while on-the-go.

RetailMeNot is also extending its partnership with mobile technology company Gimbal to continue its rollout of beacon-powered deals after a series of successful pilots with national retail stores, proving that coupon providers on mobile must leverage location-based and targeted offers to evolve with consumers’ demands (see story).

“The placement of product content within the app depends on a number of factors such as users’ affinity for certain types of products or product categories, trending popularity based on views or click-rates, and the editorial discretion of our merchandising team,” Mr. Hoyt said.

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York