How a homeware and gift shop reached over 120 new customers

An eclectic homeware shop based in South East London, ed specialises in Scandinavian homeware, gifts and unique items from all around the globe. Owner, Dan Rigby and the team at ed pride themselves in stocking beautiful lifestyle brands including Broste, Madam Stoltz, Neal’s Yard Remedies and Annie Sloan.

The Challenge

“We’ve used traditional advertising methods such as social media, mail lists, magazine advertising...but these methods take a lot of energy and effort” - Dan, owner of ed

As a member of the Rigby & Mac group, ed showcases some of the most popular brands for homeware and gifts. However, it was proving difficult to reach the thousands of customers searching for their unique items nearby. 

Keen to reach a larger audience across London and understand what people in the local area were searching for, ed were eager to reach the shoppers in their community. Amidst the backdrop of the global pandemic and Brexit, Dan has made it his mission to increase awareness of  local shops  and be at the forefront of the economy, as beacons of the community, amongst the shift towards online shopping.

The Solution 

"Through working with NearSt, we were able to put products in front of the customers eyes without much workload on our part"- Dan, owner of ed

ed were introduced to NearSt by their Point-of-Sale provider, OPUS Retail Solutions. OPUS Retail Solutions have been working in partnership with NearSt to drive customers back into stores, instead of shopping online. 

With no work needed from the shop, NearSt connected to their OPUS system, feeding a real-time product feed of their in-store products into Google. Now, ed products are being shown to local shoppers searching for them across Google along with the details they need to come into the store to purchase! 

The Results

“Working with NearSt has given us the opportunity to reach the people who normally would shop online, and gives them the gentle nudge to remind them to shop in store - as we have the products available!” - Dan, owner of ed

Since going live on NearSt, the team at ed are delighted to have seen real success in running Google See What’s in Store and Local Inventory Ads. Their products were shown over 92,235 times to shoppers searching nearby in Google. Within their first month, ed received an estimated 120 customers straight from NearSt! 

With NearSt driving shoppers in-store and with no effort needed from them, the team can focus on learning more about shoppers in their community  using the insights in their NearSt account. The team at ed are enjoying finding out what customers are looking for in their organic searches, as well as brand specific searches. Dan was particularly interested in the location from which customers are searching for products; one of the newest features available on NearSt.

ed is well known in East Dulwich for their personal service combined with an eclectic, unusual and stylish edit of products. Check out ed’s Inventory in their Google See What's In Store here.

If you’d like to see how NearSt could help you connect your products to customers for no extra work, drop us a note on or give us a call on 020 3870 3617.

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