In some implementations, a mobile device can receive identification information for a merchant store location. The mobile device can receive the identification information when the mobile device is proximate to the store location, for example. The mobile device can obtain graphical user interface (GUI) configuration data for the merchant store location based on the store location identification information. For example, the mobile device can obtain GUI content that has been customized for the merchant store location. The mobile device can configure a GUI of an application installed on the mobile device based on the obtained GUI configuration data. The mobile device can make the proximity application accessible to a user of the mobile device when the mobile device is near the store location.