In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Nick Brackenbury, Co-founder and CEO of NearSt. NearSt is revolutionizing the retail landscape by connecting the world’s local inventory to the web, bridging the critical gap between online discovery and offline purchasing. With over a billion stock updates flowing through their platform daily, NearSt is tackling one of retail’s biggest challenges: making 95% of products currently invisible to online consumers discoverable through digital channels. Through partnerships with Google, Facebook, and last-mile delivery providers, they’re helping mid-market and small retailers compete in an increasingly digital world while preserving the value of physical retail spaces.

Topics Discussed:

• Bridging the online-to-offline commerce gap with real-time inventory data

• Overcoming measurement and attribution challenges in physical retail

• Leveraging inspirational search behaviors to drive local store visits

• Building technical solutions for antiquated retail inventory systems

• Scaling local inventory visibility across global markets

• Managing relationships between big tech platforms and small retailers

• Understanding cultural differences in shopping behaviors across markets

Lessons For Consumer Marketers:

Leverage Inspirational Search Intent for Local Discovery

Most marketers assume online-to-offline commerce only works for specific product searches like “where can I find a Bosch drill near me.” In reality, NearSt’s data shows the biggest opportunities come from inspirational searches without initial local intent – like “gift ideas for five year old boys” – where local results can provide immediate, convenient solutions. By optimizing for these broader, problem-solving searches, retailers can capture customers who weren’t even considering local options.

Focus on Technical Infrastructure Over Marketing Gimmicks

The biggest mistake retailers make is treating online-to-offline commerce as a marketing challenge rather than a technical infrastructure problem. Rather than uploading static spreadsheets of their top 100 products weekly, successful retailers invest in real-time inventory connections that show their full catalog. This technical foundation enables them to capture search traffic for their entire inventory range rather than just bestsellers.

Understand That 75% of Retail Still Happens Offline

Despite the narrative around e-commerce dominance, 75% of retail transactions still occur in physical stores. However, 95% of products in physical stores are invisible online. This massive disconnect represents the biggest untapped opportunity in retail marketing – connecting existing offline inventory to online discovery channels where consumers begin their shopping journeys.

Treat Inventory Data as a Customer Experience Differentiator

Poor inventory management creates negative customer experiences that damage brand trust. Showing products as available when they’re out of stock, or only displaying a fraction of actual inventory, compromises both customer acquisition and retention. Real-time inventory accuracy becomes a competitive advantage that enables consistent, reliable customer experiences across all touchpoints.

Design for Global Infrastructure Differences, Not Cultural Preferences

While consumer purchase drivers (price, quality, trust, convenience) remain universal across markets, shopping behaviors vary significantly based on local retail infrastructure. Markets with well-developed logistics networks favor online purchasing, while markets with dense small retailer networks and affordable delivery labor excel at local commerce. Successful marketing strategies adapt to these infrastructure realities rather than assuming cultural preferences drive behavior.

Build Friction-Reduction and Reward-Enhancement Systems

Consumer behavior across all markets is driven by two universal factors: friction (obstacles to purchase) and reward (benefits from purchase). Every marketing decision should be evaluated through this lens – does it reduce friction in the customer journey or enhance the reward? This framework applies equally to online and offline touchpoints and provides a clear decision-making structure for resource allocation.

Prepare for Platform Integration Complexity

The future of local commerce involves managing relationships with an expanding network of platforms – Google, Facebook, TikTok Shop, ChatGPT integrations, and emerging AI commerce tools. Small and mid-market retailers lack the development resources to build and maintain these integrations independently. Smart marketing leaders either invest in integration platforms or partner with companies that can manage this technical complexity.

Position Physical Stores as Discovery Channels, Not Just Transaction Points

The most successful retailers treat their physical locations as discovery and experience channels that work in harmony with digital touchpoints, rather than competing with them. Consumers increasingly expect seamless transitions between online research and offline purchasing, making inventory visibility and accurate store information critical for capturing customers who start their journey digitally but prefer to complete transactions locally.