Street Fight Daily: Buy Buttons’ Impact, 7-Eleven Launches One-Hour Delivery

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

New, Simple ‘Buy’ Buttons Aim to Entice Mobile Shoppers (New York Times)
New buy buttons allow technology companies like Google, Facebook, Instagram, and Pinterest to act as middlemen between mobile shoppers and retailers — extending one-click ordering to thousands of small retailers and eliminating exasperating typing on a phone’s touch screen.

What Merchants Need to Know About Apple Pay and Loyalty Apps (Street Fight)
Lauren Licata: Having provided a window into the future of Apple Pay and Wallet, the company recently left small businesses wondering about how to adapt their mobile strategies to stay competitive. Here’s how the changes could affect merchants.

7-Eleven Launches One-Hour Delivery in US (RetailWeek)
In a partnership with Postmates, the San Francisco delivery startup, 7-Eleven now allows customers to order everything except alcohol from its stores via the Postmates app and promises delivery within one hour.

Twitter: Introducing New Audience Insights for Brands (Twitter)
After reports of beta-testing an updated dashboard for advertisers surfaced late last week, Twitter has officially announced the enhancements, which offer valuable information about user demographics, interests, purchasing behavior, and more.

Local News Sites Need More Than Funding — They Need Vision (Street Fight)
Tom Grubisich: Community news vet Steven Waldman has produced “Report for America,” a brisk blueprint to save what he calls “civically important” news. But if publishers are really going to save local news, they should work on deepening their focus on the demographic shifts in their communities.

Google to Pilot Carpooling Service for Commuters in Israel (Wall Street Journal)
Google is introducing a ride-sharing service in Tel-Aviv, offered through the Google-owned navigation app Waze and another app called RideWith for passengers who are not Waze users. The service will pair commuters looking for a ride to work on RideWith with drivers using Waze going in the same direction.

Silicon Valley Wants to Disrupt Your Trash (Wired)
Rubicon Global, the waste and recycling management service, is now working on an app for the residential market that would allow the average homeowner or apartment dweller to schedule a garbage pickup the same way they might hail an Uber.

Exterion and Proxama Put Beacons on 500 London Buses (Mobile Marketing Magazine)
Beacons play a key role in ad firm Exterion’s strategy to connect consumers with brands while on the move. The company is now working with a number of brands to deliver information and entertainment via targeted in-app messages to more than 300,000 London bus passengers each day.

Real-Time Personalization Affects the Bottom Line (eMarketer)
April polling found that real-time personalization, which segments visitors and users according to location, time on-site, and navigation behavior, had big payoffs across the board, and the biggest involved customers: nearly three-quarters of marketers cited increased visitor engagement as a main benefit from real-time personalization.

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