Street Fight Daily: Deliveroo Faces Potential Lawsuit, GrubMarket Charts Profitable E-Grocery Path

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

Deliveroo Couriers May Take Company to Court Over ‘Absurd’ Business Model (Business Insider)
At issue is the employment status of the company’s riders. Deliveroo classes them as “self-employed,” but Leigh Day suggests that restrictions placed on them by Deliveroo could mean they should be entitled to further rights like a minimum wage and holiday pay.

Waze Says Its Crowdsourced Navigation Data Brings Clarity for Marketers (Street Fight)
Tapping into geolocation data has become essential for hyperlocal marketing strategies — but according to the folks at navigation app Waze, understanding what consumers are really up to when they travel around is a crucial next step.

Online Grocery GrubMarket Breaks Even, Defying Trend of Difficulties for E-Grocery Field (TechCrunch)
GrubMarket has reached a $5 million monthly revenue run rate and hit breakeven on its business overall according to founder and CEO Mike Xu. Could this be the next Whole Foods or Costco? The CEO attributes GrubMarket’s growth and margins to disciplined spending on marketing and merchandising as well as a mix of direct-to-consumer and business-to-business customers.

Why Location-Based Machine Learning is the Smart Path to Personalization (Street Fight)
Michael Garvin: With the right data, a brand can keep the relationship with the customer warm while they’re off-property, out-of-town or on a budget. Offering the right deals and communications that are relevant to real interests means that the relationship between man and machine is getting better all the time.

Millenial Holiday Shoppers Did Their Research Online Before Buying In-Store (eMarketer)
Webrooming — the practice of using a smartphone to check prices, read reviews, or find discounts and deals, then purchasing in store — was a frequent activity among shoppers this holiday season, particularly for millennials. The implication of this increase will affect how retailers manage their mobile marketing going forward. 

Bridg Launches Marketing Platform for Restaurants (MediaPost)
Bridg’s communications platform helps dining establishments identify individual customers and reach them through multiple channels — leveraging email marketing in addition to mobile, social, SMS, and display advertising to communicate with new and returning customers.

Publishers’ Newest Mobile Marketing Ploy: App Buttons (Digiday)
The best advertising provides a service. Imagine reading an article about the best places to travel in 2017 and, lo, a hotel app on the page allows you to book a room on the spot. Ever on the lookout for new revenue streams, publishers are increasingly letting servicey apps put buttons on relevant editorial.

Local Breaking News Comes to Investigations-Focused Colorado TV via The Weather Channel (Nieman Lab)
For all its respectable news offerings, Rocky Mountain PBS hasn’t had the bandwidth to give its million or so viewers across the state daily, local breaking news. On Tuesday, through a partnership with The Weather Channel, Rocky Mountain PBS will start to air both short weather segments in the mornings and news segments in the evenings, adapted for each geographical area.

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Joe Zappa is the Managing Editor of Street Fight. He has spearheaded the newsroom's editorial operations since 2018. Joe is an ad/martech veteran who has covered the space since 2015. You can contact him at [email protected]