The latest changes to Groupon's (GRPN +6.2%) site and apps are an extension of the company's ongoing efforts to transform from a mere provider of daily deals (largely monetized via e-mail) into a "marketplace" for personalized deals (many of which are long-term) that users frequently browse and search through.
A list of personalized deals (based on prior user activity) now appears on Groupon's homepage, and a prominent search bar appears on every page. Groupon's search tools have been updated to include filters and auto-suggestions, as well as a wider variety of deals.
Groupon has also updated its mobile apps to include the search and personalized deal changes, and has added a Local Explorer feature that sends deals based on a user's location.
Direct e-mail now accounts for less than 40% of Groupon's North American transactions, and mobile accounts for nearly 50%. Q3 results are due on Nov. 7.