All marketers recognize the importance of winning at the “First Moment of Truth” and influencing purchase decisions at the shelf. And to drive success (across brands, categories and retail channels), it is valuable to begin with a consistent thought process rooted in an understanding of how people actually shop. There’s a deceptively simple framework that’s helped PRS IN VIVO clients to ground their teams in the shopper’s mindset — and to develop more effective packaging, shopper marketing (point-of-sale marketing) and category management efforts.
Clearly, the shopper journey varies widely among individuals, along with the retail channel, the trip mission and the product category. The growing interaction between physical and digital shopping only adds to that complexity by blurring the lines and introducing a wider range of paths-to-purchase.