Published: Thu, December 07, 2017
Research | By Derrick Holloway

GM's Marketplace adds shopping features to your car's infotainment system

Chamorro said GM will roll out more personalized Marketplace features to an expected audience of about 4 million USA drivers over the next year and a half. He sails through the drive-through - he has to say his name at the speaker so the Dunkin' employees know it's the weird guy who bought his coffee with his auto, but GM doesn't show that part - grabs his "my morning coffee, hot coffee", and off he goes, excited to use those 25 seconds he saved by using GM's in-car technology to, I don't know, browse Twitter?

Marketplace "allows our customers to have a better use of their time, and safer (driving) experience, hopefully avoiding the use of a cellphone in the vehicle", Santiago Chamorro, GM's vice president of global connected consumer experience, said at the automaker's OnStar Lab on Monday. Starbucks, Dunkin' Donuts, and Applebee's will allow drivers to order food and drink ahead of pickup; Shell will provide drivers the closest fuel station and soon let them pay for their fuel from the vehicle; Priceline will provide hotel and airfare information; and TGI Fridays will let a driver reserve a table. It's created to be a safer alternative to using the phonewhile driving - though it does not have voice-command capability - by tapping into third-party merchants like the Starbucks' iPhone app. "Leveraging connectivity and our unique data capabilities, we have an opportunity to make every trip more productive and give our customers time back".

"For most retailers and consumer brands the daily commute is the only time not accessible in a consumers' day", Chamorro said.

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The Marketplace icon on the vehicle's infotainment screen used to launch the service is accompanied by a GM-brand-specific sales, service and accessories portal, where owners can learn about GM specials and have the offers sent to their e-mail accounts for reading and perhaps purchases at their destination.

IHOP makes it easy for guests to enjoy hot, fresh all-day breakfast favorites like fluffy buttermilk pancakes on the go, thanks to safe and secure on-dash ordering and location service capabilities that help search and find the nearest restaurant for pickup.

Starbucks Corp.: The Seattle, Wash. -based coffee giant lets customers order ahead and use their Starbucks Rewards program. Applebee's, Dunkin' Donuts and Wingstop can handle takeout orders, and Starbucks will be available early next year.

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Executives said GM receives revenue from the brands on the platform and some share of each transaction. It connects to a merchant's native smartphone app and offers shortcuts to place saved food and drink orders, download coupons or - in the case of TGI Friday's - reserve a table for dinner. Customers will not be charged for the service or the costs of transmitting data, they said.

For companies that want to begin using the platform, GM is working with three tech partners to provide integrations: Xevo, Conversable, and Sionic Mobile.

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