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The In-Store Experience Must Reflect Your Online Messaging

The In-Store Experience Must Reflect Your Online Messaging

I could have called this blog entry “Don’t shoot yourself in the foot!” but I didn’t want people to think I was talking about gun safety when the real message is about digital marketing.

Here’s what happened: this week, I was shopping in a fairly good-sized chain store. I had gone there for a specific item I knew they carried, but another customer was there because they’d seen advertising for a sales event on social media.

They were particularly interested in a fairly pricey item (yes, it was a tablet computer, yes, I was in a gadget store again – I know, what a surprise!) but they couldn’t find it in the store anywhere. When they asked the sales associate about it, the sales associate shrugged their shoulders and said they couldn’t help. The customer pressed further, even getting out their phone to show the associate the relevant Facebook posting. Still no help: the associate said, “We have no control over what they say online, but I know we don’t have that tablet here.”

As you can imagine, the customer left the store fuming. It’s a safe bet she won’t be back – and chances are that she’ll tell her friends and colleagues to stay away as well.

Don’t let this happen to your company!

Your digital marketing efforts – your website and social media presence – have one primary role: to attract customer attention and, in the case of brick-and-mortar businesses, convince those customers to come into your store. It’s essential that your online messaging and your in-store experience be in alignment. Nothing is more fatal to the small business owner’s bottom line than disappointed customer expectations.

What does this mean for you on a day-to-day basis? For starters, your team needs to know about any sales events or pricing incentives you’re promoting online. Make sure you have adequate supplies of inventory to satisfy customers attracted by your marketing. Communicate your expectations clearly to your team so your online marketing efforts are aligned with what you’re doing in the store.

You’ll need to be proactive as a leader here: you can’t assume your in store team is checking your business’ website on their own. Make raising their awareness of digital marketing campaigns an ongoing part of your team communications. That’s the best way to avoid the brand-killing disconnect I saw at the gadget store. Knowing what customers are expecting is an essential first step of providing superior customer service!

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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