Tuesday, April 24, 2012

The evolution of the "path of purchase".

Conventional wisdom has always been that most brand purchase decisions are made in the store. 

But with the new, digitally empowered consumer entering the store better prepared than ever before, is the new reality that most purchase decisions are made at home or on the way to the store?

This wonderful white paper by The Hub seems to suggest that the truth most likely lies somewhere in between.

The white paper goes on to list how can manufacturers ensure that their brands are included in the consideration set and make the final cut. They must identify shopper needs and behaviors at every phase along the path-to-purchase and deliver relevant experiences that shape purchase decisions, from pre-purchase to point-of-purchase, from consumption experience to post-experience reflection.

The consumer’s media consumption methods have changed and therefore the relevance of methods in which a brand can be relevant to them. The 24x7 access to socially connected devices is the single largest factor to change dynamics of marketing. The white paper reemphasizes what we are trying to create with AaramShop – an integration of the Zero Moment of Truth (ZMOT) with the First Moment of Truth (FMOT) of the brand. Read more about it here.

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