Gimbal launches On-the-Way web app to reduce pickup friction for brands

Location data company, Gimbal, has expanded its On-the-Way functionality to enable location-aware pickup capabilities for brands, retailers, restaurants and venues without consumer-facing mobile applications.

The new browser-based functionality connects mobile orders placed through a brand’s app or website for curbside, in-store, and drive-thru pickup. This lightweight feature cuts down on development time while retaining similar functionalities as the On-the-Way SDK, including ETA tracking and onsite arrival alerts. App-first brands can also use this experience inside of their app using a WebView.

Off-premise services have evolved quickly over the past 14 months. According to the company, since the beginning of the pandemic, 75% of consumers say they have tried curbside or buy online, pickup in-store solutions. In addition, 62% say they will continue using pickup in the future due to convenience and/or safety concerns.

While app adoption has been on the rise over the months of the pandemic, not every consumer will download the mobile application of every brand they interact with. Gimbal’s latest release uses the location permissions available from mobile web browsers to deliver real-time updates on when customers are in transit to pick up an order and when they have arrived on site.

Organizations are drowning in digital transformation initiatives right now. They are understaffed and struggling to prioritize programs that help them keep up with the competition and consumer expectations. Our goal is to build best-in-class solutions that help our customers get up and running quickly while simultaneously providing an incredible experience to their end customers.

Matthew Russo, COO Gimbal