What Happened
Uber is partnering with Yext, a startup that specializes in business location data, to make it easier for users to book rides to their favorite stores and restaurants. Integrating with Uber’s API, Yext allows brands to create custom “get an Uber” buttons for their mobile apps, sites, and newsletters which direct consumers to the Uber app and shows them all the nearby store locations. Consumers can specify at which entrance they would like to be dropped off. Brands that are Yext customers can also surface ads and branded content during the ride via Uber’s Trip Experience. Guitar World and Cole Haan are among the brands that have been testing this new feature.
What Brands Should Do
This combination of Uber’s on-demand ride service and Yext’s location data creates a powerful call-to-action tool for brands and retailers to drive store visits and online-to-offline conversion. The integration with Trip Experience provides brands with one more endpoint to engage with consumers and make the car ride part of the brand experience.
For more information on how retailers can connect with shoppers across various sales channel, check out the Boundless Retail section in our Outlook 2016.
Source: AdWeek
