US-headquartered General Motors has announced a new product named AtYourService, through its OnStar subsidiary, that enables retailers and merchants target drivers using contextual marketing and promotions.
It was just a matter of time before auto manufacturers made it easy for advertisers to target motorists and General Motors was the one to blink.
General Motors has partnered with several firms including performance marketing publisher RetailMeNot for coupons and Entertainment Book for dining discounts. Drivers will have access to both while on the move.
Location-based targeting
Promotions will be fed into a driver as soon as they has a link to one of its partners or ask instructions. OnStar can send the offer that is exceptional with that merchant.
While General Motors’ thought is not new, it is the sort of gateway marketing strategy that can get consumers accustomed to the idea of visiting advertisements and Scott Hudler, vice president, international consumer participation for Dunkin’ Donuts, is an advocate.
“We can’t think of a more exciting and concentrated method to connect with our guests compared to when they are in their vehicles searching to get a Dunkin’ Donuts restaurant,” he explained. “We will bring value to GM drivers while driving those customers to our shops with instant incentives.”
Hotel reservation
Along with general retail and restaurant ignoring, Priceline.com has signed up as a partner to help drivers use OnStar to find information on accessibility, price, amenities, and evaluations until they book a room.
The pilot programme has been deemed a success as nine out of ten subscribers said they’d reserve a resort using OnStar and Priceline’s president Randy Schartner believes it’s a trend on the upswing.
“We’re seeing an increasing segment of our business, with Priceline users making equal bookings for hotels while driving in their cars,” he revealed.
AtYourService will roll out in the united states and Canada to begin with as partnerships are added by General Motors, but when it proves a success there’s guaranteed to be demand in other regions.
