The rise and rise of Uber is enthralling. Since its inception in 2009, it has achieved a stratospheric growth. Of course, the quality, customer service and ease of use have been the main pillars of its success story, but it would be an unjust if we ignore the role of its constant urge to innovate. During the end of last year, it tied with Facebook Messenger that allowed customers to order transportation. It alerted those in your chat thread that you have indeed grabbed a ride. In June this year, Uber allowed passengers to schedule rides 30 minutes to 30 days in advance. Thus, Uber’s recent announcement of the inclusion of ride-sharing buttons to retailers’ mobile-optimized location pages isn’t a surprise at all. It carries this streak of new implementations and innovative ideas all the time. So, what do Uber’s retail buttons mean, and how will they affect businesses?
Uber’s retail buttons will take a final form with a collaboration between SIM Partners, location marketing technology, and Uber’s API. The idea is simple. This ride-sharing button will be placed on retailers’, banks’, and restaurants’ mobile-optimized location pages. On consumers’ “near me” searches, these locations will be populated. The call to action will be to invite people to visit those places by using Uber’s ride-sharing service. This ecosystem is surely potent enough to ensure the enhanced traffic of customers to local businesses. Not just innovative, but it’s a wise and prudent decision too. It will reduce the gap between online and offline experiences. And it’s very important. As per Google, 76 percent of individuals who complete a local search on their mobile devices visit a business within one day, while 28 percent of those searches culminate in a purchase.
With the help of location data management, the Velocity platform of SIM Partners enhances the visibility of those locations for which Uber’s retail buttons will be functional. The revenue will be driven by displaying relevant content and calls-to-action- “Ride there with Uber” button is one of them. As mentioned earlier, all these will be populated in users’ search areas, the chances of impulse purchase or at least visiting those places will be heightened.
The domination of Uber is not a hidden fact. It has an active presence in 400 cities. Hence, it’s a logical step to help its “too many” customers in completing their journey with some extra add-ons, which is an increasing demand of the general customers. This bond between Velocity and Uber clearly suggests that Uber has guessed and addressed this need. Indeed, it will be interesting to see how Uber’s retail buttons perform…. The ride-sharing industry is getting more and more competitive and innovative anyway!