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RetailMeNot creates omnichannel content at light speed

RetailMeNot needed a user-friendly CMS that let people access and modify content in an efficient, consistent way.

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RetailMeNot needed a solution that made it possible to modify content without code changes and integrate with other key systems to deliver a seamless visitor experience.

The challenge

Prior to Contentstack, any change to RetailMeNot’s digital experience required engineering services. On top of this bottleneck, different types of content were managed in different ways across a variety of tooling, services and stacks. RetailMeNot needed a more efficient way to deliver the content experience their users expected.

We found that Contentstack was easy to work with, it provided good support and it was evolving to meet our needs over time.

Gary Newcomb | Principal Engineer, RetailMeNot

The solution

Integration was a priority in RetailMeNot’s search for a CMS. The team wanted a solution that made it easy to create and deliver content by connecting different backend services, systems, and tooling to work together as one holistic system. From the start, they knew a headless CMS was the best way to achieve this type of flexibility.

“We wanted to make sure we had that level of decoupling from the beginning, so that we could make lots of choices, make changes and be more agile,” said Gary Newcomb, principal engineer at RetailMeNot.

RetailMeNot began working with Contentstack on a proof of concept (POC) to deliver a specific set of services and to get a feel for the CMS. “We found that Contentstack was easy to work with, it provided good support, and it was evolving to meet our needs over time,” Newcomb said.

Reusable components deliver consistent experiences

Once the POC was complete, RetailMeNot expanded its use of Contentstack to power more content types and deliver a consistent experience across all user-facing front ends.

“We’re able to use the content types in Contentstack to define the experience, the layout, the different components, as well as the way we fulfill the components,” Newcomb said. These reusable components make it possible to create, curate and deliver content experiences without requiring deployments or code changes.

“How we deliver content to our customers is now in the hands of the Product Operations team, where it should be,” Newcomb said.

Integrations streamline content creation

RetailMeNot has also streamlined the content creation process by using Contentstack’s integration capabilities to bring a variety of tooling and services together into a single intuitive interface. This allows all types of content to be managed in a consistent way, lets people work efficiently without having to bounce between tools and makes the onboarding process much easier.

To bring the systems together efficiently, the RetailMeNot engineering team leveraged Contentstack’s available webhooks and the ability to create custom plugins to write integrations that could be used consistently across multiple tooling.

“Contentstack has allowed us to consolidate a lot of things into a single place that is much more user friendly than previous tools were,” Newcomb said. “It’s a lot faster to get new experiences and fixes out to our users, and it provides us with a much smaller set of integrations in our stack that our engineers have to maintain.”

Contentstack has definitely helped us to get experiences out faster. It’s now easier to get changes made, previewed and delivered.

Gary Newcomb | Principal Engineer, RetailMeNot

The results

  • Faster delivery of experiences and changes
  • Consistent management method for all content types
  • Reduced need for maintenance with reusable integrations


RetailMeNot Inc. is an online savings and promotional site that influences consumers’ purchase decisions through coupons, coupon codes, markdowns, cash-back offers and other deals. The organization connects retail sites with the shopping audience while helping advertisers elevate promotions, savings and other offers. RetailMeNot contributes to the growth of more than 70,000 brands globally and more than 5,000 valued brand partners while matching customers with the best deals and most suitable goods for their customer journey


Retail & e-commerce

Products used


Contentstack Headless CMS

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