Carsharing is expected to re-shape the automotive business, but it is also creating business opportunities that go beyond the rides offered by companies such as Uber and Lyft.
Cargo, self-described as an “in-car commerce” platform for the rideshare economy, has partnered with The Coca-Cola Company to offer beverages to thousands of rideshare cars across the U.S. that are equipped with Cargo apps and systems.
“We’re very excited to enter this new distribution channel in rideshare with Cargo,” said John Carroll, vice president and general manager eCommerce for Coca-Cola.
“Cargo offers an innovative solution to helping Coca-Cola deliver refreshment to consumers in their moment of need in a space that was previously hard to reach at scale. We’re looking forward to seeing the impact we have on rideshare passengers when they find our product within arm’s reach when using Uber and Lyft.”
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With access to Uber’s application programming interface, or API, Cargo’s in-car commerce platform enables passengers to use a smartphone browser to buy from a mix of snacks, gum, electronics, cosmetics and personal care items while in transit.
The launch in Atlanta marks Cargo’s first expansion into the Southeastern United States. With Cargo, Atlanta-based rideshare drivers will be able to earn additional income by offering Coca-Cola products along with snacks and essentials like RXBAR, Sour Patch Kids and phone chargers to passengers.
The Atlanta launch marks the first time Coca-Cola and Cargo have partnered together to promote the beverage giant’s brands in rideshare vehicles at scale.
Atlanta passengers will see smartwater offered alongside other products in Cargo’s display box. Passengers can order their complimentary smartwater in car through Cargo’s digital menu on their smartphone.
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The ordering process is seamless: Passengers enter their driver’s box code, select their desired product, and hit the check-out button. Once the vehicle comes to a safe stop, the driver will give the passenger their products.
After successful introductions in New York, Boston, Chicago, Minneapolis, Washington, D.C. and Baltimore, the Atlanta launch is the next step in Cargo’s nationwide expansion plan for 2018. Cargo’s debut will allow local drivers to earn up to $500 more per month in commissions, referrals, and performance bonuses.
“Passengers are at the heart of our merchandising strategy, and our goal is to provide a premium mix of products that are unique and engaging for everyone, whether they are heading to the airport, the office or out for the night.
We’re excited to continue building strong partnerships with brands across the beauty, snacking, beverage, and electronics categories to bring the in-car experience to the next level,” said Sabina Rahaman, head of Brand Partnerships & Merchandising for Cargo.
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Cargo recently raised $5.5 million in venture funding to scale operations more rapidly across the U.S. The startup will reach more than 25 million passengers across 20,000 vehicles in 2018.