How Visa And AutoNation Are Using Connected Cars To Engage Customers

April 6th, 2015

Although the market is still early, connected cars are allowing brands to engage and serve customers like never before, whether that be to satisfy their appetites, lift their moods with music, or help them save money and stay safe in their cars.

One concept about to get its first real-life test is ordering a pizza from your car’s dashboard, which Visa unveiled at Mobile World Congress with Pizza Hut and Accenture. When you pull into the restaurant’s parking lot, beacons will notify workers inside that you’ve arrived and bring your pizza to you (see a demo from MWC here).

connectedcar-visa and pizzahut

“We initially focused on a specific use case – ordering a meal on your way home – but we envision a world where consumers can seamlessly make many of their everyday purchases from the car,” said Visa’s SVP of Innovation and Strategic Partnerships Bill Gajda.

Connected-car platform startup Zubie recently partnered with automotive retailer AutoNation to deliver real-time maintenance alerts to its customers, who can then easily set up an appointment. AutoNation expects Zubie’s solution to improve customer satisfaction and customer retention.

Among consumers, streaming music tops the list of desired services for their passengers (and it’s the one many already use). Pandora, Spotify, Rdio and others have made deals with most auto manufacturers to address this growing market. Pandora claims that nearly 8 million people access their music through an integrated dashboard.

But you don’t need to own a connected car to experience streaming music. Last fall, Uber partnered with Spotify so that you can play your favorite music — or get in the mood for where you’re going — in your driver’s car.

If you’re considering advertising on a streaming music or other connected-car service, think like a connected consumer. Doing so requires a “mobility mindset”: a consumer-centric, device-agnostic approach.

According to Heidi Browning, Pandora’s SVP of Strategic Solutions, “This [mobility mindset] is about enabling consumers to access content on their own terms in a simple and seamless manner across devices.”