GM rolls out commerce platform for goods and services
GM is rolling out what it says is the automotive industry’s first commerce platform for on-demand reservations and purchases of goods and services.
Marketplace allows customers to order food, find the closest gas station, and make dinner reservations on the go. It also features a “Shop” section dedicated to offers specific to GM vehicles, such as purchasing Wi-Fi data, discounts for an oil change, or deals on GM accessories. On-screen notifications can identify relevant offers.
“The average American spends 46 minutes per day on the road driving. Leveraging connectivity and our unique data capabilities, we have an opportunity to make every trip more productive and give our customers time back,” said Santiago Chamorro, Vice President for Global Connected Customer Experience, GM. “Marketplace is the first of a suite of new personalization features that we will roll out over the next 12 to 18 months to nearly four million U.S. drivers.”
GM says it is adding Marketplace to millions of existing 2017 and 2018 model-year cars, trucks, and crossovers that have compatible infotainment systems, with continued rollout to compatible new vehicles. A separate data plan is not required to use Marketplace.
“For most retailers and consumer brands, the daily commute is the only time not accessible in a consumer’s day,” said Chamorro. “Marketplace gives merchants the ability to more safely engage with drivers and passengers in a meaningful way that provides true value for our customers.”
Marketplace is designed to be used while driving. It leverages machine learning from real-time interaction data, such as location, time of day, and a driver’s established digital relationship with third-party merchants, to offer highly personalized experiences.
Adhering to industry distracted driving guidelines, GM says it designs its in-vehicle systems to minimize manual interactions, helping drivers keep their eyes on the road and their hands on the wheel.
The first brands accessible through Marketplace include GM, Starbucks, Dunkin’ Donuts, Wingstop, TGI Fridays, Shell, ExxonMobil, Priceline.com, Parkopedia, Applebee’s, IHOP, and delivery.com.
To allow merchants to efficiently and quickly integrate their content as part of the in-vehicle Marketplace ecosystem, General Motors is working with three main platform partners: Xevo (www.xevo.com) in Seattle; Conversable (www.conversable.com) in Austin, Texas; and Sionic Mobile (www.sionicmobile.com) in Atlanta.