General Motors Co. today announced Marketplace, the automotive industry’s first e-commerce platform that allows drivers to purchase goods, services, and make on-demand reservations using an in-vehicle touch screen. Marketplace currently partners with various retail, fuel, hospitality, food, hotel, and transportation companies to help eligible Chevrolet, Buick, GMC, and Cadillac drivers make purchases and accommodations with a tap of a dashboard screen.
Designed to be used while driving, the Marketplace’s retail partners include Starbucks, Dunkin’ Donuts, Wingstop, TGI Fridays, Shell ExxonMobil, Priceline, Parkopedia, IHOP, and delivery.com. The platform, highlighted with easy-to-use brand icons, features a shop section dedicated to offers specific to GM vehicles, including purchasing Wi-Fi data, and discounts for oil changes and other GM accessories. On-screen notifications also provide 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,” says Santiago Chamorro, vice president for global connected customer experience at GM. “Marketplace is the first of a suite of new personalization features that we will roll out over the next 12-18 months to nearly four million U.S. drivers.”
By leveraging embedded 4G LTE connectivity, GM is adding Marketplace to millions of existing 2017 and 2018 model-year cars, trucks, and crossovers with compatible infotainment systems, with a 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,” adds 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 also utilizes machine learning from real-time interaction data, including location, time of day, and the driver’s established digital relationship with third-party merchants to offer personalized experiences. GM has also designed its in-vehicle systems to minimize manual interactions, helping drivers keep their eyes on the road and hands on the wheel.
Merchants interested in joining Marketplace’s interface can e-mail Marketplace@onstar.com.