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2
min read
· Posted on
February 21, 2024

Uber Rewards is toast, so long live Uber One

Uber has announced it will shut down Uber Rewards in just a few weeks.

What's the key learning?

  • Uber Rewards is Uber's OG loyalty program that launched in 2018 and now it's being shut down
  • Shutting down Uber Rewards will make more room for the Uber One subscription membership
  • Loyalty programs are all about ensuring that customers come back to your business time and time again

👉 Background: Uber Rewards is Uber’s OG loyalty program that launched back in 2018. You’d earn points for every dollar you spent on rides or UberEats orders - which translated to future discounts.

👉 What happened: And just like that, Uber has announced it will shut down Uber Rewards in just a few weeks. And this kinda seems strange because it was a seemingly unproblematic program.

👉 What else: But this move will make more room for the Uber One subscription membership.

What's the key learning?

💡Loyalty programs are all about ensuring that customers come back to your business time and time again. For a while there, Uber was running two loyalty programs at once: the free Uber Rewards program and Uber One, a premium rewards subscription customers actually pay for.

💡But then Uber realised that 1 in 3 UberEats orders were coming from paid subscribers, so they made the call to crown Uber One as the winning program.

💡It looks like Uber has followed Amazon's lead, because we know Amazon Prime members spend 86% more on average than non-members on average.

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