App-solutely Not



Why jumping on the Android and iPhone application bandwagon may not be right for your storeIf you’ve ever downloaded an app on your iPhone, you’ve probably thought, “We need one of these for our store!” Apps are fun and easy to use, and the best ones get a lot of attention. Considering that a third of U.S. citizens now carry a smartphone and that mobile Web traffic tripled in 2010, creating an app for your business seems to make sense. However, in a ­jeweler’s long list of digital marketing priorities, the coveted app should rank relatively low.One of the biggest risks of focusing on what’s new and hot is that we tend to overlook the essentials like our own website. An app seems alluring, but more often than not, it will distract you from achieving your goals. To put things in perspective: In 2010, only 4 percent of all Web traffic came from mobile phones, while a whopping 9
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