Effective retail packaging invites consumers to make brand decisions at distinct Moments of Truth, or MOTs. Proctor & Gamble first introduced the retail Moments of Truth concept in 2005. Today, MOTs include a consumer’s online behavior as well.
With good package design, we can create an adventure across the entire experience with our brand. In this EMERALD REPORT series, learn how great packaging illuminates the Moments of Truth for successful brands. Then, create the package that inspires and satisfies your customer at each Moment of Truth with the EMERALD PACKAGE PLANNER.
The Retail Moments of Truth, defined:
graphic courtesy of www.smarthustle.com
STIMULUS: The Stimulus Moment or Trigger MOT (P&G 2005); At the STIMULUS Moment, shoppers first become aware of our product through advertising or other marketing. In this post, we explore how packaging can stimulate our future customers to feel special, and to begin a great journey through all of the Moments of Truth. Read more:
ZMOT: The Zero Moment of Truth or Search MOT (Google 2011); ZMOT is the critical moment between stimulus and shelf, when shoppers search for and start learning about our product. In this post, we explore how packaging can help us smooth the entire path to the retail shelf, and create satisfaction with our product even before it’s purchased. Read more:
FMOT: The First Moment of Truth or Shelf MOT (P&G 2005); FMOT is the moment when shoppers first see our product and learn enough about it to make a purchase decision. In this post, we explore how packaging can use tractor beams, little billboards and a touch of magic to connect with our buyers’ emotions and invite them to choose our product. Read more:
SMOT: The Second Moment of Truth or Experience MOT (P&G 2005); SMOT is often a series of critical moments - how retailers and consumers experience our product after choosing it. In this post, we explore how packaging can help them become fans, and keep our brand at center stage from its retail placement all the way through its consumption. Read more:
UMOT: The Ultimate Moment of Truth or Sharing MOT (Solis 2013); UMOT is the passion-driven moment when consumers share their personal experiences with our product - for better or worse. This powerful Sharing MOT often becomes the next consumer's ZMOT. In this post, we explore how packaging can start a love affair with our best customers, inspire them to become brand advocates and introduce our product to a new wave of consumers. Read more:
Create the package that inspires and satisfies your customers at each Moment of Truth.
Check out this Emerald Report series to learn how successful brands use great packaging design and construction to illuminate the Retail Moments of Truth for their customers. Then, start planning your customer's journey through the Moments of Truth with the EMERALD PACKAGE PLANNER.