How CPG can leverage the rideshare economy
CPG firms looking for new sales growth opportunities have a new partner called Cargo.
The leading in-car commerce platform for the rideshare economy is teaming up with Coca-Cola Co. to offer beverages to thousands of passengers in Cargo-equipped rideshare cars across the U.S. The partnership marks Cargo’s launch in Atlanta, the company’s first expansion into the Southeastern United States.
“Our company mission is to help drivers earn more by providing the best ride experience possible - for drivers and passengers. For drivers, it’s an easy decision: Cargo costs nothing, we pre-pack each Cargo kit, ship replenishments to your home, deposit money directly into your bank account, and improve your ratings. For passengers, you never have to worry about your phone dying, riding hungover, or suffering through that snack-less midnight ride from the airport. Everything you need is a tap away on your phone,” said Cargo CEO and Founder Jeffrey Cripe.
Here's how it works:
- Passengers visit Cargo’s mobile menu (www.cargo.menu) on their smartphones and enter their driver’s unique box code on the Cargo display box.
- They then select their desired product from the menu.
- If the product is free, they simply hit the check-out button. If the product is for purchase, they can pay with their preferred mobile wallet or credit card.
- Once the vehicle is stopped, the driver gives the passenger the drink from the Cargo display box.
With Cargo, Atlanta-based rideshare drivers will be able to earn additional income by offering Coca-Cola products like smartwater 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.
“We’re very excited to enter this new distribution channel in rideshare with Cargo. 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,” says John Carroll, VP/GM eCommerce for Coca-Cola.
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.
Products available through Cargo include buzzworthy items like hangover cures, trendy Korean face masks and all-natural protein bars, delighting passengers during an otherwise idle ride. For brands, Cargo is the only scalable, data-driven in-car solution for reaching Millennial and Generation Z audiences, who avidly use rideshare services like Uber and Lyft.
“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.
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.
To see a video of how Cargo works, click here.