Three years ago I wrote about Uber’s Amazonification, an evolution from the transport company into a closed business loop that feeds customers in other Uber channels. At the time, the focus was on how Uber creates the stickiness of the customer by, for example, active cross-selling of food delivery customers in supermarket, and supermarket in alcohol, and then back alcohol in mobility.
Nowadays Uber seems to go further than his focus on transport and working to become a handy super app, an aggregator from Services, a daily use of lifestyle platform with its best offers behind a payment wall.
An example: Uber this week is launching his first Uber One -member days, the own version of the Amazon’s Prime Day company. Prime Day is a two-day store event exclusively for Amazon Prime members, a consumeric hype-fest that causes people to spend more than they would normally do on material objects because the deals!
Amazon has seen the sale every year since the launch of the event in 2015, and last year the company is estimated $ 14 billion in sale.
Uber is far away from achieving such a scale, but the potential is given the global presence, logistics technology and the network of the company’s drivers – both performing and autonomous.
The first Uber One member Day goes from 16 to 23 May and promises tens of thousands of deals in Uber’s own product setup and are various partners for retail and hospitality.
Uber customers have access to 20% discount on Uber Black, 30% discount on Uber Spare and 40% discount on Uber Comfort. Other deals are:
- 3,000 Delta Skymiles Points for people who have linked their Delta and Uber accounts and made 10 trips during the week.
- Oura sounds discounts.
- $ 20 discount on your next ticketmaster -purchase if you spend $ 3 on groceries.
- Free food from almost every fast food restaurant, including a chipotle burrito, a donuts -ice coffee from Dunkin and a 10 -part chicken nuggets from McDonald’s.
“We want to make pleasure for Uber One -members,” Sachin Kansal, Chief Product Officer of Uber, told Techcrunch. “This should be a major savings period for them. But also for people who are not members now, it is a great way for them to get an introduction to membership if they become a member during this period.”
Uber is always busy growing his Uber One -Member’s Base, which is around 30 million members today. Uber CEO Dara Khosrowshahi said during the first quarter call of the company last week that members ‘tend to have a high retention’.
“They also spend three times more than non-members,” said Khosrowshahi.
As Uber works to collect more partnerships outside the delivery of food and supermarkets (look at the recent Tie with Home Depot) and which combines deals with his membership program, the company reflects the evolution of Amazon. Amazon started as a digital bookseller. Then it started to sell everything. Now it also has the infrastructure for both e-commerce and digital life, whether it is AWS Cloud Services of Prime Video.
For many, Amazon is a way of life. With Uber One member days, the company indicates that it also wants that kind of omnipresence. And it is betting that asset light mobility-no packages that are supplied in Rivian van could be the next backbone of the digital consumer culture.
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