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She’s Using Her Smartphone In Your Store…Are You Steamed or Thrilled?

She’s Using Her Smartphone In Your Store…Are You Steamed or Thrilled?

Picture this for a moment: you’re having a sales event featuring one of your favorite designers. There’s a nice sized crowd, people seem like they’re having a good time, and one of your customers seems to be focused entirely on her iPhone.

[Tweet “42% of shoppers use their smartphones to research brands online while shopping.”]

How do you feel about her in that moment? Many jewelry retailers will admit to being at least a little irritated. The assumption is that a customer on a mobile device is showrooming – using your store to physically inspect the jewelry, and then searching for a lower price online. In that instance, it’s really not hard to feel a little used.

But hold on for just a moment. You don’t want to leap to conclusions. While some shoppers are using their smartphones to showroom, most actually are doing something else. Google reports that 42% of shoppers use their smartphones to research brands online while shopping.

The vast majority use search engines for that purpose, but almost half will also look at your store’s website or app. This is why it is so important that your website be mobile friendly and reflective of your current inventory and offers. Additionally, if you have pages on your website that you know will help your shoppers – perhaps a policies page, or a page explaining the unique appeal of a particular brand – use signage to encourage your customer to visit them.

Another reason your customer may be using her smartphone in the store is to discuss her potential purchases with her friends. Sharing images of your offerings via Snapchat, Instagram, or another social platform is one way for a customer to get instant feedback from her peers – who can play a pivotal role in encouraging her to close the deal.

So when you see a customer using her smartphone in your store, don’t be steamed – smile! When you have a robust, well designed website to meet your customer’s needs, that smartphone use can help your customer decide that today’s the day they’re going to buy.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office