The ‘Uberisaiton’ of retail has long been spoken about in technology circles, but now it has taken something of a literal step into reality with a new service offering to integrate Uber ordering into retailer websites so shoppers can order a cab to take them to the store.
Bringing together Uber and the need to connect the online and real world stores, Yext, a global Location Data Management company from New York, could enable businesses to drive customers directly from their websites to their doorsteps. The partnership also offers businesses the ability to engage with those customers by providing branded in-app experiences while they are en route.
The service currently includes three new features for businesses:
- ‘Ride With Uber’ Buttons: One-click ride-booking available directly from the business’s website, email campaigns, and more
- Trip Branding: In the Uber app drive customers to a special offer — or other information, such as food menus or product sales — to enhance the customer experience while they’re en route
- Drop-Off Points: Specify the precise drop-off point for Uber drivers, so the customer arrives at precisely the right entrance, and not the mailing address or parking lot.
“Uber and Yext share the same mission — to help people go places,” explains Marc Ferrentino, Yext EVP Strategy & Product. “That’s why we partnered with Uber to create a new, immersive experience where stores, restaurants, and other businesses can bring consumers directly to their doors and increase customer engagement through Trip Branding. We’re closing the loop so that businesses can provide a great experience all the way from search results to checkout — which includes actually getting to the location.”
Yext’s Uber integration makes getting to a participating business more convenient, creating an incentive for customers to visit it over a nearby competitor. Restaurants can then display their menus during the ride, getting customers excited about the meal to come. Merchandise repair shops can now help their customers get heavy items right to the door thanks to precise drop-off locations for Uber drivers.
Cole Haan, an iconic American lifestyle accessories brand and retailer of premium men’s and women’s footwear and accessories, beta tested the integration to highlight the retailer’s Fall 2016 collection.
And Guitar Center, the world’s largest retailer of guitars and related music equipment, piloted the beta version of the to help customers demo its products in store after researching online.
“We’re very excited to be one of the first companies launching the ‘Ride with Uber’ feature, which will make the Guitar Center shopping experience even more convenient for our customers,” says Jeff Wisot, Vice President of Marketing & E-commerce at Guitar Center.
“We’re using Yext’s Uber integration to be innovative in our hiring process,” adds Richard Ortiz of BAYADA Home Health Care. “We can now bring job seekers directly from our website to our front door and brief them about our organization during the ride.”
“Time will tell exactly how businesses will make this tool their own,” says Ferrentino. “We’re pleased we’ve been able to give them another adaptable tool to serve and delight their customers.”
