There have been two groundbreaking pieces of work that give insights into the consumer’s path to purchase: P&G’s FMOT, (The First Moment of Truth), and then revised with Google’s ZMOT (Zero Moment of Truth).
We have written extensively about the FMOT & ZMOT and how AaramShop is all about enabling an integration of the two moments of truth.
Came across an interesting post by 26dottwo.com who gone deeper and created a model dubbed The Moments of Truth (TMOT), wherein they see two additional steps: in-store (opportunities while customers are actively in-store and shopping, (“showrooming” and “scan and scam”): along with the step of after marketing, rather than simply a happy or dissatisfied customer. Today there is an opportunity of turning negativity into positivity, while also starting an on-going relationship (e-mail acquisition, Facebook, Twitter, etc).
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