Starbucks isn't the only big-name company that will be featured in GM's Marketplace. GM says around 4 million drivers will be able to access the feature immediately, a figure that's expected to rise over the next year.
GM lets customers buy 4G LTE Data packages, extend their OnStar subscription or receive offers for certified service, parts and accessories for their specific vehicle.
A major goal of GM's service is to provide a simpler, safer alternative to using smartphones to place mobile orders, GM spokesman Vijay Iyer said, noting it's designed in accordance with voluntary driver-distraction guidelines agreed to by auto companies.
"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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GM's service - which is made for use while driving - is initially limited to about a dozen vendors but the automaker wants to add other brands and capabilities as it expands the service. "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 uses machine learning combined with real-time data to produce its personalized experiences.
Six restaurant chains are prominent among the first brands available on the Marketplace platform.
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.
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Chamorro said Marketplace will eventually feature a digital wallet, allowing for drivers to pay for goods within the app. 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.
- IHOP, allowing to search for nearby restaurants and order from your auto.
GM hopes to add more vendors soon, although the automaker says it is unclear how many the platform may ultimately host. GM will get paid for placing a merchant's application on its screens, and "there's some level of revenue sharing" based on each transaction, he said.
The GM Marketplace will let customers to order food, make reservations, or find the closest gas station from their in-vehicle touchscreen; that is, if the store belongs to one of its participating partners, which includes Applebee's, Delivery.com, Dunkin' Donuts, IHOP, ExxonMobil, Parkopedia, TGI Fridays, Priceline.com, Shell, Starbucks, and Wingstop.
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