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Uber adds ride-sharing buttons to retailers’ mobile-optimized location pagesBy
Uber is implementing buttons on retailers, banks and restaurants’ mobile-optimized location pages that invite users to visit those locations by using its ride-sharing service, showcasing how it can deliver more customers to local businesses’ doors.
Location marketing technology platform SIM Partners integrated Uber’s API with its Velocity platform, enabling multi-location businesses – such as banks, retailers and restaurants – to implement “Ride there with Uber” buttons on their mobile-optimized location pages. This helps companies drive more in-store traffic based on consumers’ “near me” searches and also garners more revenue for Uber, which can potentially reach new audiences with this partnership.
“The Velocity and Uber integration signifies that brands recognize the modern consumer expects them to help complete their journey with ease,” said Jon Schepke, founder and CEO of SIM Partners. “The ride-sharing industry has grown substantially in the last few years and has helped mainstream the on-demand economy.
“Today, consumers want what they want, when and where they want it,” he said. “This integration is all about the ‘where’ aspects of the on-demand economy.
“SIM Partners’ location marketing platform, Velocity, helps multi-location brands drive visibility in ‘near me’ moments of search. With the Uber integration, we are creating ‘next’ moments of conversion by helping people get where they need to go and delivering consumers to our clients’ doorsteps.”
Driving mobile-enabled conversions
As a result of the Uber API and Velocity platform integration, businesses can now add “Ride there with Uber” buttons to their mobile-optimized search pages, thereby rolling out a strong call-to-action.
The partnership helps brings shoppers from an online to offline experience in a seamless manner and opens up more opportunities for companies to bring customers directly to their locations.
According to research from 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.
A Sears Hometown & Outlet Stores executive at the Mobile Marketing Association’s Mobile Location Leadership Forum affirmed that local discoverability is one of the company’s top uses of mobile, as four in five local mobile searches end in a purchase (see story).
SIM Partners’ Velocity platform leverages location data management to boost visibility during mobile users’ search experiences. Then, contextual publishing fuels conversions by showcasing relevant content and calls-to-action, such as the appearance of the “Ride there with Uber” button.
The button may help drive impulse sales or visits to these featured locations, particularly if consumers do not have their own means of transportation.
The solution is being rolled out for a number of businesses across several sectors.
“We are currently implementing the new feature across location pages for several clients across the healthcare and retail categories,” Mr. Schepke said.
Betting on Uber
Uber will also likely see a greater lift in brand awareness and ride-sharing revenue following the full integration rollout. Uber is currently active in 400 cities, meaning that it may be the most logical choice for cross-partnerships, due to its wide customer reach.
“I think this is a brilliant strategy for Uber,” said Joe Rubin, co-founder and director of corporate development at Crowded.com. “Frankly, I’m surprised that some of the smaller companies haven’t done that already, though I’m sure they will now.
“Cross-app marketing is a simple way for Uber to continue to grow at the amazing pace it is accustomed to.”
Uber already has a slew of brand partnerships under its belt, showcasing its dedication to staying innovative in its competitive industry.
Visa recently enabled consumers in major cities worldwide to virtually join the Rio Summer Olympics by requesting rides via the Uber app, selecting the RioPool option and interacting with in-car tablet experiences featuring 3D swimming goggles, animated soccer balls and other activations (see story).
“This integration will result in incremental revenue for our clients and Uber alike – it’s win-win,” SIM Partners’ Mr. Schepke said. “For our clients, it helps close the last mile from online search to in-store conversion.
“And for Uber, it increases brand presence on location pages which could ultimately lead to additional app downloads and rides.”
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