This week, Uber announced a partnership with Nordstrom, Rent the Runway, 1800Flowers, Cole Haan and Google Express for same day deliveries. Even though Uber Rush came out of beta in October, official partners make the experience more seamless for shoppers. Non-Uber users can use the service, as requests and payments happen through the retailer sites or apps. Uber Rush could be a big win for evolved e-tailers (e-tailers that have incorporated stores into their digital strategy) as it offers a low-cost, fast, alternative to Amazon Prime (which offers same-day and one-day delivery in select locations.)



Delivery speeds and their competitiveness seem to be top of mind for pureplay and hybrid e-tailers alike. Eighty-seven percent of pureplay e-tailers and 63% of evolved retailers offer two-day shipping. However, pureplay e-tailers have led the push to next-day shipping, suggesting they are looking to cater to last-minute shoppers who opt to buy at stores because of the lag time in shipping.

Instead of spending resources on the expensive game of fulfillment through delivery, retailers with stores have opted for omnichannel solutions – like in-store pickup. For example, 32% of retailers in L2’s Death of Pureplay study allow users to order from a PC or mobile device and pick up at a nearby store the same day. Whether consumers prefer to pick up or have items delivered has been a topic of much debate. However, Uber Rush’s new developments gives retailers with brick-and-mortar presence an advantage in both.

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