REAL ESTATE

Westfield offers shoppers free Uber rides

BY Al Urbanski

Unibail-Rodamco-Westfield has begun driving traffic to some of its higher-end malls by literally driving the traffic to the malls.

The big mall operator is one of the first customers of Uber Vouchers, a new program for businesses that allows marketers to craft promotions that cover the cost of customer rides to restaurants, ball games, concerts, and yes, shopping centers.

Users can set a budget for a voucher promotion, limit the number of vouchers available, and set time and pickup location parameters. They’re using them to increase business during slack times or to promote special events and sales.

TGI Fridays, Live Nation, and the NBA’s Golden State Warriors are also among the first companies to take advantage of Uber’s new program. The Warriors use Uber Vouchers as part of a loyalty program for season ticket holders and frequent attendees.

“The fan experience is of vital importance to the Warriors organization, and it really begins the moment a fan departs for a game,” said the team’s chief revenue officer Brandon Schneider in a blog on Uber’s website.

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