Load the existing option first and save the new data as an element in an array:
// get the option
$data = get_option( 'row_name' );
// add new data to the option
$data[] = $options;
// save it back to the db
update_option( 'row_name', $data );
Your option will then be an array of arrays instead of just a single array:
Array
(
[0] => Array
(
[py_name] => username
[address] => addy
[coords] => results
)
[1] => Array
(
[py_name] => username
[address] => addy
[coords] => results
)
)