Online coupon web site operator RetailMeNot Inc. has updated its iPhone and Android mobile apps to present consumers with more personalized offers on mobile devices.

The revamped apps feature mobile alerts that notify shoppers about offers from their favorite bricks-and-mortar stores using geolocation. When a consumer opens the app, she can select her “favorite stores” from a list of hundreds of retailers and restaurants, such as Pottery Barn and Domino’s Pizza. The app then sends a mobile alert when its geolocation system recognizes that a shopper is nearby one of those favorite stores. And when a shopper scrolls through available offers on the app when she is in a mall, the app lists offers related to merchants within the mall first. 

“We made the app better,” says Jag Bath, RetailMeNot’s senior vice president of product. “Our users told us that they wanted our app’s popular geofence notifications to evolve and show deals that reflected their store preferences and we listened.”

RetailMeNot hopes the update encourages more shoppers to download its app. At the end of 2013, the coupon web site operator’s apps had been downloaded more than 14 million times worldwide, it says.

Mobile is increasingly important to RetailMeNot because the majority of its traffic comes from mobile devices. In December, for example, 65% of visitors to the coupon site stemmed from shoppers on mobile devices, according web measurement firm comScore Inc.