GM says it is going to make you more productive by letting you shop while you drive, but it sounds like they’re just taking away the last few moments that we had as non-consumers.
General Motors has rolled out the GM Marketplace, the first commerce platform in the automotive industry that allows drivers to purchase goods and services while they are driving. Marketplace is an app that is enabled on the in-vehicle touchscreen. Right now, it gives drivers access to 12 different companies, brands like Starbucks and Dunkin' Donuts, Wingstop and TGI Fridays, and Shell and ExxonMobil. You can find the full list below.
For example, you can order and pay for your coffee ahead of time so it's ready for you as soon as you pull into the drive through. You can also set your favorites from restaurants, like Wingstop (right now, only Wingstop, IHOP, and Applebee's), and order something tangy and hot with a touch of a button. You can also schedule table reservations at TGI Fridays and locate gas stations.
Now, most of us already have apps on our smartphones that work in a similar fashion, but according to GM, Marketplace gives drivers a safer way to order or schedule, because you’re using the screen on your dash and not fumbling with your phone. Still, some fundamental flaws remain, such as a lack of selection, competing apps and navigation platforms that do the same thing, only better, and the fact that nobody has needed a reservation for a TGI Fridays since 1995.
What Marketplace might actually be used for is vehicle-specific services, like purchasing data packages, renewing your OnStar subscription, or looking for certified mechanics.
According to GM, the average American spends 46 minutes on the road every day. Marketplace seems to be their way of tapping into the last remaining moments we were relatively free from retailers, or as they call it, a way of further personalizing the driving experience for the four million U.S. drivers who are currently driving compatible vehicles.
Currently in the Marketplace:
- GM: Buy 4G LTE Data packages, extend their OnStar subscription or receive offers for certified service, parts and accessories.
- Starbucks: Order ahead, and a part of the Starbucks Rewards program.
- Dunkin’ Donuts: DD Perks members can preorder and pay onscreen.
- Wingstop: Re-order favorites and pay ahead.
- TGI Fridays: Table reservations.
- Shell: Instant Gold Status in the Fuel Rewards program., and find the closest Shell station. The ability to pay in-dash coming soon.
- ExxonMobil: Locate Exxon and Mobil fuel stations.
- Priceline.com: Exclusive hotel savings.
- Parkopedia: Find, reserve and pay for parking.
- Applebee’s: Find locations, order featured menu items and reorder recent favorites.
- IHOP: On-dash ordering and location services.
- delivery.com: Order online from their favorite local restaurants, wine and spirits shops, grocery stores and laundry and dry-cleaning providers.
This is IEN Now with David Mantey.