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Do Smaller Stores Have a Bigger Hurdle to Jump Online?

Do Smaller Stores Have a Bigger Hurdle to Jump Online?

So I’ve just gotten back from speaking at JCK Las Vegas, and I can’t stop thinking about a comment one of the participants in a Fireside Chat on Mobile Marketing had to say. We were talking about mobile commerce, and how luxury customers are increasingly comfortable shopping online, when she pointed out that while well-known brands have no problem attracting customer attention, smaller stores have a bigger hurdle to jump.

On one hand, she’s absolutely right. No matter what industry you’re in, there are some dominant brands who have name recognition and a legacy that sets them apart from everyone else. Customers seek out these brands specifically because they’ve heard of them and they want to have a relationship with them. Harley-Davidson is familiar to everyone who ever thought of riding a motorcycle in a way that Bob’s Bike Shop never will be.

[Tweet “When we talk about this in terms of mobile commerce, it’s important to understand the many types of customer behaviors that are going on. “]

However, the bar to attracting customer attention doesn’t stay the same height all of the time. When we talk about this in terms of mobile commerce, it’s important to understand the many types of customer behaviors that are going on. Some of your mobile shoppers are just browsing. They’ll happily spend time looking at all the gorgeous motorcycles Harley-Davidson has available and learning about what the brand has coming next. The bar is high, and well-established brands do have the advantage.

The bar drops, however, when the mobile browser becomes the mobile shopper. When there’s an intent to purchase, we see behaviors change. Searches become much more focused, with specific inquiries clustering around three key points: the availability of products locally, hours of operation, and directions to the relevant nearby business. It is here that the bar becomes much lower. Small businesses don’t have to outperform the dominant brands in their space: they need to be the best in their geographic market. Is this easy? Of course not – but it is an attainable goal. Every time you attract and convert a new customer, you’ve cleared a hurdle.  You can absolutely build your business clearing these smaller hurdles consistently – so don’t count yourself out of the race just yet!

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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