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Uber The best hope to beat all of his competitors in carpool and food delivery is that he does both. Through cross-promotion, it can combine activities that users do only a few times a week or month into a product they open daily.
Last month, Uber CEO Dara Khosrowshahi said in an encrypted way last month when she said, "As much as we start to experiment with ways to connect our customers to Eats offers in a way that – you know it well – it's not boring. . . I will tell you that we are very early in the exploration phase of the many ways in which our Ride business can help to further develop our Eats business, and vice versa. . . I do not want to give too much. "
But TechCrunch discovered that, specifically, Uber begins to create a Uber Eats web view. accessible from its main application. A Boston informant initially informed us of this feature and Uber now confirms that it is merging a fully functional web version of Uber Eats into its launch product. Uber quietly began deploying a merged application driver in late April. The Uber Eats application will remain available as a standalone application.
This decision could give Uber an edge in acquiring and retaining customers over single-product competitors such as Lyft or DoorDash, while helping it track its multi-product competitors such as that Careem and Bolt (who recently added food delivery) China that has just launched food delivery in the Uber fortress in Mexico. The combination of features means that Uber customers who come to their homes could benefit from a promotion for Eats and try it instantly without downloading a new app because their belly is booming. This could also cause the 50% of Eats customers who do not ride in Ubers to try it for transportation.
"We are setting up a new way to order meals directly in the Android Uber application (we have already experimented on iOS)," I said an Uber spokesman. "This cross promotion offers riders who start in Eats an easy way to order a meal via a web view instead of opening the App Store for download."
The merged app is now available to all iOS users in cities where Uber does not offer bikes and scooters that already clutter the interface of its automotive service application such as SF, LA and NYC. The Android version affects 17% of users in the other 500 markets of Uber Eats, the goal being that the cross-promotion tool will soon be available to all users outside micromobility cities.
"We believe that our platform model allows us to acquire, engage and retain customers at a cost, as well as benefits in terms of efficiency and effectiveness over our competitors, typically monoline competitors, "said Khosrowshahi during his call for results. "What we found is what we saw with Rides and Eats. . . we see early on a signal indicating that it is virtually impossible to cannibalize a hike and generate a significant potential demand from the eater side. "
The CEO also mentioned Uber's loyalty and underwriting programs are critical to cross-promotion. Its Uber Awards, which were launched in January, earn user points for rides and food drives. Higher reward levels reward users of free meal deliveries that could make them addicted to convenience. And last month, TechCrunch announced that Uber was prototyping a $ 9.99 Uber Eats Pass offering free and unlimited delivery of meals.
"What we are really trying to do is significantly increase the percentage of our MAPCs [monthly active platform consumers] who use both products [ride-hailing and Eats] and when we see customers using multiple products, their engagement with the platform more than doubles, "Khosrowshahi concluded. "So, not only is the commitment with Uber increasing, but the engagement with our individual products is also increasing, making it a sort of win, win, win."
Uber's market is focused on value for life. If this can lock users now, it could bring them a fortune in the decades to come. That's why he spends so much on marketing and expansion, even if it results in lost revenue. But his best (and cheapest) marketing channel is probably the cross-promotion through the apps he's already had to install.
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