OFFERS: Drivers can be targeted with coupons as they travel, providing an instant incentive to visit a retailer

OnStar, a General Motors subsidiary that provides subscription-based in-car communications, security, navigation and remote diagnostics throughout the US, Canada and China, is to roll out an extension to its platform that will enable retailers to send drivers coupons tied to their specific destinations.

The company has signed partnerships with Dunkin’ Donuts, Priceline.com, RetailMeNot, Entertainment Book, Parkopedia and Audiobooks.com for the AtYourService feature that is expected to be rolled out across the US and Canada this year, where OnStar annually receives more than 35 million requests for directions and supports more than 53 million mobile app interactions.

“Digital coupon providers RetailMeNot and Entertainment Book will supply retail and shopping coupons,” OnStar explains. “Parkopedia will serve data for parking nationwide and Audiobooks.com will supply ebook content to drivers on the road. When a driver requests directions to a point of interest that has an applicable deal or connection to one of its partners, the OnStar advisor can send the special offer from that merchant.”

“We can’t think of a more exciting and targeted way to connect with our guests than when they are in their vehicles looking for a Dunkin’ Donuts restaurant,” says Scott Hudler, vice president of global consumer engagement at Dunkin’ Donuts. “We’ll bring value to GM drivers while driving those consumers to our stores with instant incentives.”

Additionally, subscribers with a full-service plan will also be able to book a hotel through an OnStar adviser. Through a partnership wih Priceline.com OnStar advisers will provide information on availability, cost, amenities and ratings and then make a reservation and send directions to the vehicle.

“Subscribers can give advisers the general location where they would like to stay and advisers can select from Priceline’s participating hotels in that area,” the company adds. “After booking a hotel, customers receive an email confirmation of their reservation. This new service will continue to grow over time with new capabilities and more partnerships.”

“Our hope is that OnStar AtYourService will help transform the way businesses and consumers interact in connected vehicles,” says Mark Lloyd, consumer online officer at OnStar.