‘Uber One’ highlights the evolution of paid loyalty

‘Uber One’ highlights the evolution of paid loyalty 700 300 Scriberbase

Uber’s membership program follows what we call, the Amazon Prime formula.

Prime Formula = ANCHOR BENEFIT + 2 or more complementary benefits.

In the case of Prime, the ‘anchor benefit’ is free shipping/ often same-day delivery.

Complementary benefits include access to Prime video, music, etc.

Breaking down Uber’s subscription strategy, membership to Uber One looks like this:

For $9.99 per month or an annual price of $99.99, Uber One includes:

  • Benefit: 5% off eligible rides and 5% off delivery orders on food, grocery, alcohol, and more.

+Plus …

  • $0 Delivery Fee on $15+ orders and $30+ grocery orders
  • Priority service with top-rated drivers on rides
  • $5 in Uber Cash on eligible deliveries if latest arrival estimate (shown after an order is placed) is wrong
  • Exclusive access to perks, special offers, and promotions

Herein lies another case study to support the continued evolution of paid loyalty, where points programs give way to fee-4-VIP membership.