Location-based partnerships are a very smart idea. Previously, the ride-hailing industry has focused on healthcare and retirement communities. Shopping destinations are a logical next step. Wrapping Uber rides in “membership” in Westfield Malls’ shopper loyalty programs is an example of network-weaving that binds customers to services, lowering the barrier to consumer adoption for newcomers, such as Uber and Lyft.
Uber is launching dedicated mall pickup and dropoff points in a new partnership with Westfield, across all of its 33 U.S. shopping center locations. The ride-hailing company is also going to set up a special waiting lounge at Westfield’s Century City shopping center near Santa Monica Boulevard, which will incorporate sleek, modern fixtures and furnishings and bring some of that airport lounge style to the mall experience.