• by August 11, 2003

As General Motors began to revamp GM BuyPower, its online shopping and buying service, the company first asked consumers what information, functions and services they want when they prepare to buy a new car or truck.

GM discovered that consumers were looking for a new way to complete their transactions, and used this input to completely redesign the GM BuyPower web site, which recently launched.

"When we introduced GM BuyPower five years ago, consumers used the Internet to collect as much information as possible themselves before buying a new vehicle," said Jack Bowen, general director of GM Customer Network, GM's customer relationship management group.

"Today, consumers tell us they're actually overwhelmed with the sheer volume of available information, which is creating 'information fatigue.' While people still want access to good information, they also want a seamless transition from an online experience to their experience with our GM dealers. That's exactly what they get with the new release of GM BuyPower."

This consumer feedback strongly influenced the new design of GM BuyPower, which can be accessed directly at www.gmbuypower.com or from GM's corporate and brand web sites, such as gm.com or chevrolet.com.

"GM BuyPower is actually a communications service, as opposed to merely an information service," said Leo Drew, general director of strategy, integration and operations with GM Customer Network.

"The new site is a complete revision, and incorporates many dealership suggestions along with the input we received from extensive consumer testing. Everything is reorganized so that information is easier for people to find and use. It's also easier to communicate with a GM BuyPower manager at a dealership," Drew said.

GM asked Zentropy Partners to help with its customer research, and then to create the site's new look, navigation and functionality by acting as the lead design and systems integrator. This research overwhelmingly showed that consumers especially appreciate the concept of the GM BuyPower manager. GM requires that dealers who participate in GM BuyPower meet a strict set of customer satisfaction standards, including appointing a certified GM BuyPower manager. The GM BuyPower manager receives extensive training about what online consumers expect when they make the transition from the web site to the dealer.

"People perceive the GM BuyPower manager to be an added customer service. They like the idea that there is a specific person to contact at the dealership who understands where they are in the shopping and buying process and can seamlessly integrate their offline and online experiences," Drew said.

A recent study titled, "What Influences New-Car Buyers?" conducted by Forrester Research supports GM's findings. Forrester asked car buyers which information channels influence them most, and found that dealership personnel topped the list. Among information sources directly controlled by automakers, manufacturer web sites ranked highest, ahead of advice from friends, vehicle brochures, and articles in automotive magazines. According to senior analyst Mark Bünger, Forrester's data indicate that the online and offline channels complement each other.

A new online advertising campaign and sweepstakes to support GM BuyPower will break later this month. The advertising campaign, called "Prepared," is comprised of a series of banner ads that show how GM BuyPower helps consumers become better prepared to shop for and buy a vehicle. These banner ads will appear on most major automotive web sites beginning Aug. 15.

The sweepstakes, called "Start Driving Your Dream Vehicle," will be featured on NetZero's Auto Channel starting Aug. 18 and ending Sept. 22. This contest will allow consumers a chance to win a vehicle that is featured on GM BuyPower, with some restrictions, based on price and availability.

Zentropy Partners developed the creative for both the new online advertising and the NetZero Sweepstakes.