Uber is a rideshare service often associated with being a low-cost way to get around, but the brand is set to offer loyalty rewards for those that use the UberBLACK service.
The premium UberBLACK service provides riders with a more upscale experience, and Uber is looking to get more consumers interested in the service. Those in Los Angeles looking to take UberBLACK will receive 200 points per ride. Once 3,000 points have been accumulated, riders will receive a loyalty reward of a free Uber ride.
This move on behalf of Uber helps to incite more ridership with the brand's premium offshoot and increase awareness that the brand can be upscale, if desired. This helps attract a wider array of consumers rather than just individual segments.