Three years ago, I wrote about Uber’s Amazonification, a development company in a closed business loop that supplies customers back to other Uber channels. At that time, the focus was on how Uber creates customer adhesion, for example, actively intersecting food delivery customers to grocery stores and alcohol groceries and then alcohol back to mobility.
Today, Uber seems to be moving beyond its focus on transportation and working to become a convenient super app, a service accumulator, a daily lifestyle platform with its best offers located behind a paywall.
Case: Uber this week begins in the early days of Uber One, the very edition of the company’s prime day. Prime Day is a two -day shopping event exclusively for Amazon Prime members, a consumer hype fest that drives people to spend more than they would normally be on material objects because the deals!
Amazon has seen sales every year since the start of the event in 2015 and last year, the company is estimated to have exceeded $ 14 billion in sales.
Uber is a long, far from achieving such a scale, but the potential is there given the global presence, the logistics technology and the network of drivers – both the concert and the autonomous.
The first day of Uber One Members goes from May 16th to May 23rd and promises tens of thousands of deals throughout Uber products as well as various retail and hospitality partners.
Uber customers will access 20% from Uber Black, 30% off from Uber Reserve and 40% of Uber Comfort. Other agreements include:
- 3,000 Delta Skymiles points for people who have connected Delta and Uber accounts and made 10 trips during the week.
- The oura rings discounts.
- $ 20 from the next purchase Ticketmaster if you spend $ 3 on grocery stores.
- Free food from almost every fast food restaurant, including a chipotle burrito, a frozen dunkin ‘donuts, and a 10 -piece chicken from McDonald’s.
“We want to create enjoyment for Uber One Members,” said Sachin Kansal, head of Uber’s products at TechCrunch. “This should be a great savings period for them, but also for people who are not members right now. It is a great way to get an introduction to membership as they become members during this period.”
Uber is always working to increase the Uber One base, which is about 30 million members today. Uber Dara Khosrowshahi’s chief executive said during the company’s first quarter earnings last week that members “tend to have high maintenance”.
“They spend three times more than non -members, too,” Khosrowshahi said.
As Uber works to gather more partnerships other than food delivery and groceries (just look at its recent connection to Home Depot) and combine these deals with its participation program, the company reflects the evolution of Amazon. Amazon started as a digital bookstore. Then he started selling everything. It also holds the infrastructure for both e -commerce and digital life, whether it is Cloud AWS services or prime video.
For many, Amazon is a way of life. With Uber One Days members, the company marks that it also wants this kind of ubiquitous. And betting that the mobility of the light of assets-not the packages delivered to Vans Rivian-could be the next backbone of digital consumer culture.
