Wednesday, November 30, 2011

Six Ways to Leverage Your Ecommerce Partnerships

Google have defined the  'Zero Moment of Truth' - the point at which a consumer starts researching a purchase online. The internet has changed the way consumers conduct pre-purchase research almost unimaginably in recent years. Recently Google christened this concept the 'Zero Moment of Truth' (ZMOT) – the moment a consumer researches a purchase online.

Therefore, supporting the consumer's research phase necessitates not just listing your products, but executing a great online merchandising strategy - even (especially) when a brand is usually bought in a bricks-and-mortar store.

Remember: consumers are turning to retail search results, product recommendations, and of course a brand's own online collateral - a product image, video, and description - to arrive at their decisions.

Partnering closely with your digital retail partners is the easiest way to ensure you reach these consumers as they research.

Jake Bailey of RichRelevance offers best practices for CPG marketers seeking to optimize a vital moment in the relationship between brands, retailers and consumers. Read the full essay here.

AaramShop integrates a brands ZMOT with its FMOT (first moment of truth - when a shopper actually picks up the product/brand from the shelf)

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