The integration of the Moments of Truth.

The First Moment of Truth (FMOT), coined by P&G, refers to the few seconds that it takes a consumer to choose a product on a retail shelf – from amongst the wide array of products on display.

The logic of FMOT is indisputable and has prompted brands to re-evaluate the traditional marketing funnel approach (AIDA and it’s various versions), and design their marketing plans based on the FMOT.

I understand FMOT works well in the Modern Retail Formats (MRFs), but it is difficult to see it working seamlessly in traditional neighborhood retailers (in India) where space is limited and the shopping environment is not geared up for a DIY format. This is important as 90% or more of the FMCG sales are still via the traditional retailers.

Recently and based on changes in the consumer’s usage of the Internet for shopping, Google came up with the concept that it called “The Zero Moment of Truth” (ZMOT), which refers to the pre-buying online research that the consumers undertake prior to hitting a store. 

Data made available by the research undertaken by Google, makes it imperative for the CPG / FMCG brands to have a comprehensive strategy to ensure they have a relevant & prominent positioning in the online space. 

Most brands are starting to address the two moments of truths and tend to consider these to two separate silos, which need to be addressed with strategies specific to the silo. 

At AaramShop, our belief is that for the brand marketing to be effective and for it to result into sales the two silos need to be intertwined. That’s the AaramShop offer to FMCG / CPG brands. 

AaramShop brand listing (along with advanced optimization) enables a brand to be “found” by consumers and also enables the brand to leverage itself on social networks to create relevant buzz. The brand could also use integration tools like Aaram Widgets or customized QR codes to further invigorate its social media presence.

AaramShop also enables the consumers to place an order for the CPG / FMCG product immediately – thus bringing the FMOT seamlessly close to the ZMOT. The order, when placed online is fulfilled by the independent neighborhood retailer (AaramShops as we call them). The product / brand is delivered to the consumers doorstep within hours.

It is this seamless integration of the ZMOT with the FMOT that makes AaramShop a unique platform & interesting enough for the FMCG / CPG brands to engage with.

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• Google's Zero Moment of Truth - 7 Key Steps
  
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• QR Code integration opportunities for brands on AaramShop
  
• Monthly vouchers program launched by AaramShop.
  

An accelerator, not a challenger.

In the various discussions over the last one month of AaramShop presence one question has been a constant. How is AaramShop different from the other e-commerce portals - of which there seem to be quite a few for every need?

The answer is quite simple, AaramShop is not a portal, it is a platform. AaramShop is not designed to complete with the neighborhood retailers - rather it is designed to enable them and enhance their competitiveness.

As a hybrid retail platform, AaramShop integrates the ubiquitousness, vastness and choice of brands of the web-store with the hyper-local capability to deliver of the independent neighborhood retailer.

The services of AaramShop come free to all member of this complex retail eco-system - that includes the consumers, brands that are consumed and retail channel that enables that consumption.

Related articles

• When Worlds Collide
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• 1st taste of Web for the local kirana wala (Mom & Pop Stores)

AaramShop Pro: Free Services Available for Brands on AaramShop

AaramShop Pro: Free Services Available for Brands on AaramShop: "FMCG / CPG brands can now use the various powerful and unique features of the AaramShop platform to ensure an enhanced presence of their brands"

QR code opportunity for CPG / FMCG products.

QR = Quick Response.

Having said that, the implementation & integration of the QR technology for FMCG / CPG brands in most markets (including India) has been very limited and for good reason. Even if you were to get the consumer to use the QR code on the product pack or shelf - what do you do next? A customer's visit to the website for more product information, usage tips etc are great possibilities and should be exploited, however, sales has not been very high on the agenda.

Now AaramShop adds another dimension to what a brand owner can do with the simple QR code - your consumer can now order your specific product / brand and have it delivered within hours to his / her doorstep; and all this without any escalation in the costs.

Re-ordering of your product, just when your customer is about to run out of it has never been easier.

Try it.

Most smart phone either already have a QR reader or the same can be downloaded free from any of the App centers or download from here;

Also try this;

Official Google CPG Blog: The Zero Moment of Truth

Official Google CPG Blog: The Zero Moment of Truth: "Posted by Jenny Liu, Industry Marketing Manager, CPG The term ' First Moment of Truth ' (commonly called FMOT) was coined by Procter & Gam..."