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GM Adds Ecommerce To The Dashboard

07 December 2017

By the end of next year, the automaker expects the feature to be available in about four million Buick, Cadillac, Chevrolet, and GMC vehicles operating in the U.S. The application appears as a widget on a GM car's touchscreen, and doesn't require the driver to type, scroll or search for desired services.

In explaining the reasoning behind the app, GM said people spend an average of 46 minutes driving per day and that "the daily commute is the only time not accessible in a consumers' day" for most retailers and brands. Gee!

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General Motors, the biggest USA carmaker with total sales of 2.7 million vehicles so far this year, is equipping newer cars with commerce technology to let drivers order food, find gas stations or reserve hotel rooms by tapping a touchscreen on their dashboards. A shopping section of Marketplace allows drivers to retrieve discounts for oil changes or GM accessories, which are then emailed to drivers. "Our goal is to utilize partnerships like this to build Marketplace into the most intuitive and comprehensive in-vehicle commerce platform", said Brian Hoglund, Director, Commercial Experience GCCX. "We have an opportunity to make every trip more productive and give our customers time back". Initially, about 2 million GM owners will have access to the new service via over-the-air, or OTA, technology to load updated software into many of its 2017 and 2018 models.

It cuts down on distracted driving by only offering a few options at a time, as opposed to an entire menu, Chamorro said.

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Starbucks isn't the only big-name company that will be featured in GM's Marketplace.

Marketplace is an evolution of AtYourService, which used OnStar to provide drivers with information from merchants along their route.

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Dunkin' Donuts will help customers start their day off right through an experience that allows DD Perks members to preorder and pay onscreen for their favorite coffee and donut, at their preferred pickup location. Although it varies by individual merchants, GM earns money off the platform through revenue sharing, platform-placement fees and the exchange of marketing support. Gm says it's the first ever commerce platform of the automotive industry which offers new service for on-demand reservations and purchases of goods and services. It takes about 10 seconds before the app launches and reveals icons for leading brands in retail, fuel, hospitality, food, hotel and transportation that also include in the early stages Dunkin' Donuts, Applebee's, Wing Stop, TGI Friday's, IHOP, Parkopedia, Priceline.com and Delivery.com.

GM Adds Ecommerce To The Dashboard