Exclusive: mCommerce Innovation at GM

We here at PYMNTS have heard stories of consumers purchasing just about anything on a mobile device, from a Snuggie for a pet to a diamond ring and even a tractor. Is a new car next? General Motors VP John Schwegman discusses the extent to which payments were a “driving” factor in the creation of their new GMC Showroom Mobile App.

PYMNTS.com: Before getting into the GMC Showroom Mobile App, tell us about some of the company’s past mCommerce initiatives.

JOHN SCHWEGMAN: GMC recognizes the growing importance of mobile. We know from research that over 50% use their mobile phones in their research and shopping activity. Along with this new GMC Showroom App, we are enhancing and developing other mobile tools for our customers to make it even easier to shop and connect with our vehicles.

We just recently launched our iPad site that provides a full-range of online shopping tools. Our iPad shoppers will benefit from the complete gmc.com experience, including enhanced vehicle model information along with a full set of research and shopping tools like Build-Your-Own, Locate-A-Vehicle, Request-A-Quote and many more.

We are also creating a mobile site to support our showroom catalogs. For 2012 Model Year, our GMC showroom catalogs available at our dealerships will provide an expanded online experience that can be activated by QR Codes to deepen our shoppers’ connection with our vehicles using a multi-media experience via video/photos that will be delivered through their mobile phones.

Looking into the future, we are committed to making more significant enhancements to our mobile and tablet platforms to provide our shoppers with user-friendly tools and meaningful vehicle information while on-the go to complement their desktop and offline research and shopping activity.

PYMNTS.com:Why did the company decide to create the GMC Showroom Mobile App, and what do you hope to achieve by launching this product?

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

PYMNTS.com: How will this app enhance the consumer shopping experience?

SCHWEGMAN: The new GMC Showroom App provides a simple and intuitive interface that allows our customers access key concise research tools — whether it is viewing interior or exterior photos, configuring a vehicle or requesting a quote from a local dealer. 

PYMNTS.com: To what extent do you predict the app will help drive payments?

SCHWEGMAN: The app does not let you buy a vehicle via the device, but it does provide you a suite of research and shopping tools to help you ultimately buy a vehicle from a dealership:

– View and select a vehicle from GMC’s vehicle lineup

– Explore a vehicle by viewing photos, videos, trim information and key feature description

– Build a Vehicle

– Schedule a Test Drive

– Request a Quote

– View Current Offers

– Locate a Vehicle

PYMNTS.com: What feedback have you gotten from dealers with regards to the app?

SCHWEGMAN: We have received positive feedback from our dealers. They share in our commitment in maximizing opportunities to make it even easier for our customers to shop our GMC vehicles — whether they are actually on our dealer lots or whether they are experiencing the showroom “virtually” online via our mobile apps or mobile sites.


John E. Schwegman
U.S. marketing vice president, GMC

John E. Schwegman was named U.S. marketing vice president for GMC in February of 2011.  He is responsible for marketing, advertising and product planning for the GMC brand and all GMC vehicles.  His goal for GMC is to continue to evolve the brand’s professional grade line-up to offer more fuel-efficient trucks, SUVs and crossovers.

John began his career with General Motors in 1988 at the Saturn Division, where he helped develop and launch Saturn’s dealer network.  During his career he held numerous sales and marketing assignments, including positions at Pontiac and Saturn divisions and in General Motors Market and Industry Analysis, where he handled truck forecasting and analysis.  As marketing manager for the Chevrolet Silverado he created and managed strategic marketing plans for the Silverado.

Prior to being named vice president of U.S. marketing for GMC, he was vice president of U.S. marketing for Buick-GMC and product marketing director for Chevrolet midsize sedans, sports cars and GM racing.

He is a graduate of Boston College with a bachelor-of-science degree in Marketing and Computer Science.  John received a master’s degree in business administration from Michigan State University.