Commerce

Drivers Are Ready To Engage In Commerce During Commutes

83.2 Percent

That’s the percentage of commuters who would engage in commerce if that function was integrated into their cars and trucks. That compares with 51.2 percent of drivers who use a connected device to order and pay for things as they as go about commuting to and from work.

Technically, connected vehicles are already here. The future, however, promises much more integration with commerce, presenting opportunities for retailers and the payment services providers involved with online and mobile checkout.

Consider the mundane fuel purchase.

It’s easy for a busy driver, with a lot on his or her mind, to forget about fuel. Instead of just flashing a light to warn about a low gas tank, a connected vehicle will inform the driver of the nearest gas station. When the driver arrives, that station will use geolocation services and geofencing to recognize the vehicle and initiate the fuel purchase, including pre-authorization of payment and activation of the fuel dispenser.

Artificial intelligence promises to play a role in commerce conducted via connected vehicles, too. A program backed by mobile commerce firm P97, for instance, employs AI to keep drivers abreast of fuel discounts and promotions tied to their preferred fuel brands. AI can also remind drivers to wash their vehicles — that seems more polite than someone writing a message in the dust on a car door — and do so, perhaps, when AI knows the driver is going to a movie, which can indicate a date night.

A connected car can integrate with repair shops and not only detect when a vehicle needs service, but also guide the driver to a location with shorter lines. And let’s not forget about food — it’s common for drivers to have hunger pangs, along with a reluctance to make dinner, during the commute home after work. Connected cars can enable drivers to order ahead from favorite eateries, with food prepared for them in time for curbside delivery.

Automobiles once offered the prospect of individual freedom, of stepping into a car or truck and getting away from the rest of the world via one’s own private piece of machinery, if only for Sunday afternoon. Drivers will always seek refuge and relaxation in road trips, but with the rise of connected vehicles, those drivers will never be too far removed from digital commerce.

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Our data and analytics team has developed a number of creative methodologies and frameworks that measure and benchmark the innovation that’s reshaping the payments and commerce ecosystem. Check out our April 2019 Unattended Retail Report. 

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