General Motors Co. is rolling out the automotive industry’s first commerce platform for on-demand reservations and purchases of goods and services. With Marketplace, drivers can now order and pay for their favourite coffee – and much more. And that will happen on the way to work with a simple tap on the dash.
Marketplace allows customers to order food, find the closest gas station and make dinner reservations on the go. This means Marketplace gives drivers of eligible Chevrolet, Buick, GMC and Cadillac vehicles the opportunity to more safely interact with a growing number of their favourite brands.
Marketplace also features a “Shop” section dedicated to offers specific to GM vehicles, for instance purchasing Wi-Fi data, discounts for an oil change or deals on GM accessories. Simple 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 is adding Marketplace to millions of existing 2017 and 2018 model-year cars, trucks and crossovers that have compatible infotainment systems.
Marketplace does not require a separate data plan
“For most retailers and consumer brands the daily commute is the only time not accessible in a consumers’ 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 to offer highly personalized experiences.
Adhering to industry distracted driving guidelines, as well as GM’s strict in-house safety guiding principles, GM 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 lets customers buy 4G LTE Data packages. They will be able to extend their OnStar subscription. Or receive offers for certified service, parts and accessories for their specific vehicle.
- Starbucks offers another convenient way for customers to order ahead and enjoy their favourite handcrafted beverage or food item. And as part of the Starbucks Rewards™ program, members enjoy more value by earning Rewards towards free food and drink. (Early 2018)
- Dunkin’ Donuts will help customers start their day off right. It will happen through an experience that allows DD Perks members to preorder and pay onscreen for their favourite coffee and donut. And at their preferred pickup location.
- Wingstop will allow you to skip the wait by re-ordering your favourites and paying ahead. So you can get home in time for the big game.
- TGI Fridays will let customers schedule a table reservation for them and their closest friends and family.
- Shell will enable the exceptional driver experience. It will provide ease of payment and savings with INSTANT GOLD STATUS in the Fuel Rewards® program. The system identifies the customers’ closest Shell station. At a later stage, it will be possible to pay in-dash.
- ExxonMobil will quickly locate Exxon and Mobil fuel stations with details of what they offer. Then the system will route you there and get you back on the road faster.
- com gives drivers access to hundreds of thousands of hotels and exclusive hotel savings on the go.
- Parkopedia allows drivers to find, reserve and pay for parking, all at the click of a button.
Marketplace is designed to be used while driving
- Applebee’s ensures customers are never too far from Eatin’ Good in the Neighborhood whether close to home or miles away. They will be able to locate their nearest restaurant and order featured menu items. Customers will even be able to reorder recent favourites through the convenience of their vehicle’s touchscreen.
- IHOP makes it easy for guests to enjoy hot, fresh all-day breakfast favourites. Fluffy buttermilk pancakes on the go are possible, thanks to safe and secure on-dash ordering. Location service capabilities that help search and find the nearest restaurant for pickup also help.
- delivery.com empowers the neighbourhood economy by enabling customers to order online from their favourite local restaurants. But it’s not all. They could order as well wine and spirits shops, grocery stores and laundry and dry-cleaning providers.