L.L. Bean teams up with Uber as it attempts to bolster its image as a B2B platform after a less-than-stellar IPO debut.

Why it matters

  • Uber began its voucher program in April 2019, just before announcing its IPO.
  • So far a handful of restaurants, retailers and venues including Westfield mall and Live Nation Entertainment have created campaigns around the vouchers to increase foot traffic, gaining access to real-time metrics on an Uber dashboard.
  • The L.L. Bean stunt stands out, reducing friction for consumers to visit its summertime campsite pop-ups in U.S. cities such as Boston and New York where it’s hosting marketing-meets-community-building events, instead of sending them to a fixed store location.
  • But more importantly, it can help bolster Uber’s reputation as a B2B platform, which now includes Uber Health (which allows hospitals to book rides for patients), Uber Freight (which links truck drivers to shipping companies) and Uber Eats (its meal-delivery service), as it begins to recover from its rocky IPO.