Street Fight Daily: Groupon’s Next Big Thing, Yelp Ad Growth Lifts Stock

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.

groupon_picGroupon’s Next Big Thing? Helping Mom-and-Pop Shops Unload Extra Inventory (Re/code)
The Chicago-based deals company is currently testing a new business that aims to help small mom-and-pop retail shops sell off items they are having trouble selling at full-price. The new business would serve as a liquidation service for local stores and would notify Groupon customers when a business located near them is having a sale or looking to unload specific products at a discount.

How Local Publishers Can Score With Sponsorships: One Yard at a Time (Street Fight)
Tom Grubisich: In 2011, two years after Teresa Wippel, founder and publisher of the indie My Edmonds News north of Seattle,  began her site, she turned to a sponsorship model for streamed high school football coverage to supplement her modest display revenue. The result has been a significant source of new revenue from seven local sponsors.

Yelp Reaches High as JPMorgan Says Ad Growth Will Lift Stock (Bloomberg)
Yelp, the service for online restaurant and local business reviews, climbed to a record after JPMorgan Chase boosted its 12-month target share price for the company by 19 percent. The company is succeeding at getting advertisers to buy their promotions in most U.S. cities across many different industries, Kaizad Gotla, an analyst at JPMorgan, wrote today in a report.

5 Tools to Target Customers Based on Past Purchase Behavior (Street Fight)
By tracking a consumer’s past purchasing behavior, marketers can design highly targeted ads based on the specific preferences and tastes of individual customers. Here are five tools that marketers can use to gather information about their customers’ past purchasing habits.

Will (Local) Q&A App Jelly Succeed Where Others Have Failed? (Screenwerk)
Greg Sterling: Yesterday Twitter co-founder Biz Stone announced the launch of Jelly, which a social search engine or a “new way to search” for the smartphone era. From another point of view it looks pretty much like a Q&A site. It can potentially get to consumer critical mass much faster than a true local Q&A site that would have a “cold start problem” in each new market or area.

Boycott Uber If You Don’t Like It (Gawker)
Uber — like housecleaning services and laundry pickup and — is a luxury good for people with too much disposable income. Hollering at Uber because you are mad that you willingly and knowingly paid them an absurd amount of money to take you home does not qualify as useful activism.

Mystery Shopping Service Mobee Acquires Kickscout, The Startup From RunKeeper Co-founder Michael Sheeley (TechCrunch)
Boston-based Mobee, the mystery shopping app built by former Googlers aimed at leveraging mobile to collect real-world data from inside stores and other businesses, has acquired local shopping app Kickscout. At Mobee, some of the technology Kickscout was using will be integrated into the Mobee mobile platform, starting with the piece that can help identify behaviors indicating a user is likely shopping, as well as other location-based information.

Upmarket U.K. Loyalty Card Attracts Downmarket Customers (AdAge)
Store loyalty cards are about proving your devotion to a store by spending hundreds of dollars in the hope that, a few months down the line, you might collect enough points to earn a free toothbrush. This received wisdom has been the central tenet of most loyalty schemes for decades, but Waitrose, the U.K. supermarket arm of the John Lewis Partnership, is bucking the trend by offering myWaitrose cardholders a free daily coffee instead of points.

For SMBs, The Time Is Now To Embrace Search Advertising (SearchEngineLand)
If you are not an online business, how do you translate a click into something an SMB can understand — and place value on? It was simply impossible to know. And who can blame them? According to our research, proving ROI is the top need for local advertisers, especially small businesses.

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