Buick and GMC Utilizing Social Media More Than Ever…

DETROIT – According to a recent press release, Buick and GMC are making their online vehicle-shopping experiences more socially engaging by letting site visitors build, save and share their configured vehicles with their Facebook friends who can post comments or “like” their customized selections.

Buick and GMC are among the first automotive brands to leverage their customers’ social connections to deepen and personalize the shopping experience assuming the shoppers grant permission to access their page.

The Facebook connectivity reflects a growing trend of using social media while shopping. According to a recent Compete study, one of four Facebook users visit the official Facebook pages of retailers or consumer products at least once a month, and 56 percent of those said they track sales and promotions via those pages. In addition, the study found that one out of every five purchasing decisions is influenced by the pages.

“With an increasing number of new car buyers discovering Buick, we recognize how important it is to offer an online shopping experience that leverages social media,” said Tony DiSalle, U.S. vice president of Buick Marketing. “By offering a connection between Buick.com and Facebook, we’re better able to help our customers get the feedback they want and need to make vehicle purchase decisions.”

An additional study conducted by Beresford Research found that approximately half of respondents consider information shared on their social networks when making a purchase decision – and the proportion was higher among users ages 18 to 24, at 65 percent.

GMC and Buick’s Facebook integrations are part of a multi-phased approach to making GMC.com and Buick.com more accessible and easier to use. The brands recently introduced a mobile site that allows consumers to shop, research and locate a dealer from their smart phones. Using the mobile site, shoppers can conduct research, explore photo galleries, get vehicle information and view current offers.

According to a survey conducted by Chadwick Martin Bailey and iModerate Research Technologies, more than 50 percent of consumers polled said they use their smart phones to assist them with shopping.

Buick and GMC also launched sites for Apple iPad® users that mirror the shopping tools on buick.com and GMC.com. The iPad-friendly sites offer in-depth model information, such as standard and optional equipment, powertrain and chassis options, capabilities and dimensions. Its enhanced shopping experience includes Build Your Own, Locate a Vehicle, Locate a Dealer and Request a Quote capabilities.

According to a survey conducted by Shopzilla Solutions, 61 percent of iPad or tablet users polled said it is as easy to shop online with their hand-held device as with their personal computer, and 71 percent said they have bought or would buy online using their device.

“Along with social media, mobile devices play an ever-growing role in our customers’ vehicle shopping process,” said John Schwegman, U.S. vice president of GMC Marketing. “GMC will continue to provide more user-friendly ways to research, shop and engage with our brand.”