First Moment of Truth
With all the conversation surrounding Zero Moment of Truth, I thought it’d be nice to revisit a more established concept.
The First Moment of Truth was first coined by P&G back around 2005, when live was simpler. Consumers goes to the shop, shop, and make their purchase decision. The definition of this term is “the 3-7 seconds after a shopper first encounters a product on a store shelf”. These precious moment converts a browser into a buyer. This is the moment where you win or lose the sale!
To win the First Moment of Truth, the packaging has to be impactful to jump off the shelf. Consumers are close to purchase, so the job of the marketer is to make it easier for them. We need to provide a clear reason to buy and don’t get in the way of that decision (e.g. don’t over-complicate the packaging). The packaging is key here, because if they can’t see you on the shelf, their browsing would naturally take them to a competitive product nearby. So, to win this moment, it’s comes down to having impactful packaging.
In today’s world, consumers are faced with more information. Their path to purchase is a bit more complex. In today’s world, that First Moment of Truth may still happen at shelf, but it may also happen online. The packaging equivalent online is the product detail page. Does the page contain the right information to convert that browser into a buyer? The same rules apply. They are close to purchase, so make it easy for them to make that decision. You want to provide clear reasons to buy, but don’t overwhelm the shopper with information.
To learn more about packaging and how to make good packaging, don’t forget to check out the eBook Six Gotchas in CPG Food Packaging Strategy and How to Avoid Them available in the Resource section.