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GMC increases purchase intent via mobile showroom app

July 5, 2011

Automaker General Motors Co. is letting consumers use their mobile devices as a shopping tool via a new application.

Consumers can shop, research and configure a GMC vehicle via the GMC Showroom mobile app. The app is available for free download in Apple’s App Store and Google’s Android Market.

“We want to be able to give our customers all the research and shopping tools they need to shop our vehicles at home or while on-the-go,” said Janet Keller, advertising manager of digital and social media at GMC. 

“We know that our customers are using multiple platforms to shop – whether it is through desktop, mobile and tablet as well as offline,” she said. “This new mobile app facilitates this growing vehicle shopping trend.   

“The new GMC Showroom App  provides a simple and intuitive interface that allows our customers to access key concise research tools – whether it is viewing interior.”

GMC has manufactured trucks since 1902.

Shoppers can research vehicles and explore photos or videos to help them with their purchasing decision.

Consumers can use the mobile devices to locate a vehicle within local dealer inventories, request a quote and schedule a dealer test drive.

Additionally, customers can view current offers that are available.

“With the strong growth of smartphones, shoppers are increasingly using their phones as a way to help with their vehicle shopping,” Ms. Keller said. “According to Advanced Mobile Solutions, over 30 percent of people use their phones to help with their vehicle shopping.  

“It is important that we provide all the mobile tools to leverage this growing need,” she said. “The GMC Showroom App is only one of several mobile platforms that we offer to our customers. 

“Our mobile site, as well as our iPad tablet site also help facilitate the growing mobile trend.” 

Mobile presence
Although shoppers cannot buy vehicles directly from their mobile device, the app provides a suite of research and shopping tools to help them ultimately buy a vehicle from a dealership, per Ms. Keller.

The app lets consumers view trim information and key feature descriptions and select a vehicle from GMC’s line up to help them with their decision.

The company is using its existing communication channels to let consumers know about the app.

GMC also plans to send out newsletters to get the word out about the app.

“This new GMC Showroom App is just one example of GMC’s on-going commitment to provide our customers mobile technologies with user-friendly ways to research, shop and engage with our vehicles whenever and where ever they need it,” Ms. Keller said.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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