Earlier today, Starbucks announced a partnership with ride-sharing service Lyft, which includes a plan to reward Lyft drivers and users in the states with Starbucks reward points as part of its loyalty program. Similarly, national department store chain Macy’s is also teaming up with Deliv, a Menlo Park, CA-based startup that offers on-demand delivery services, to expand same-day delivery to several new U.S. markets this summer.
With the continuous rise of the on-demand economy comes a slew of new services that present easy gateways for brands to get in on the trend and the changing consumer behaviors. In both scenarios here, a big-name national brand partners with an up-and-coming on-demand service to leverage it into expanding its existing service at a cost-effective way that also benefits the customers. In return, those lesser-known, on-demand services get introduced to a large number of mainstream consumers while also gaining legitimacy.
What Brands Should Do
Brands, especially those in retail and CPG, would be smart to consider exploring similar partnerships with compatible on-demand services that could help enhance their brand value.