Shopper decision virtually breaks down to a series of steps called the Moments of Truth that symbolize either convergence or face-off between the consumer and a brand. Google introduced a significant step in this journey and named it the Zero Moment of Truth (ZMOT). What is ZMOT?

Remember the traditional buyer mental model Stimulus–Shelf–Experience? This can be expressed as STIMULUS – FMOT - SMOT or in other words ‘Stimulus to Buy’ – ‘Actual Buying’ (First Moment of Truth) – ‘Experiencing the Product’ (Second Moment of Truth). Here is what has happened now. The buying decision journey has changed to the new mental model STIMULUS – ZMOT – FMOT – SMOT. ZMOT is the new stopover before FMOT. This new mental model works for B2B, B2C and in almost every field.

Stimulus remains to be the trigger for purchases, but earlier much of the shopper decision took place at the store looking at the shelf displays. The Zero Moment of Truth (ZMOT) comes in as the new pre-shopping stage where the buyer uses all resources available to know about the product beforehand much ahead of the store visit. ZMOT is the discovery stage for the buyers before they shop.

In the digital era shoppers have tremendous urge for information that is seamlessly available from myriad sources. Shoppers would like to explore about products that benefit them. With the slightest impulse consumers can now gain decision making insights on brand name and features, product comparisons, prices and deals. In essence, critical moment in decision making takes place in the new era at the ZMOT stage, way before the FMOT. The new realization is ZMOT is more extensive than FMOT, and ZMOT is increasingly happening online.

According to a study by Google and Shopper Sciences, an average shopper uses multiple sources of information to reach a buying decision, of which online search is a major resource. Laptops, tablets, smart phones aid and accelerate this buying decision process. The quantum of information is almost doubling every year. Often times today a customer is likely to come into the store and say the specs by heart of a particular TV model or refrigerator, about the 5 year post-purchase AMC and even the suggested best price. This is because the customer has already researched and decided on a particular model in the ZMOT.

India and other Asian countries aren’t far behind and quickly catching up with this new mental model. As per TNS findings:

• 1 in 3 internet users in Asia spend up to 50% of their consumer product search time online
• 40% of the consumers in key markets already use smart phones to shop
• India and other countries in the Asia region are in the making to be the world’s largest e-commerce market

So as a Marketer in the digital era how do you sell in the ZMOT?

Various studies culminate in the following pathway:

• Identify your Zero Moments of Truth. These could be the responses by potential customers to your site. On a wider base, ZMOT could even come out of popular search terms used in the web for your product or service.
• Address what customers are actually looking for related to your offering. You can do it through your site or other online and offline channels
• Build a strong brand equity by creating multiple channels of customer acquisition and by encouraging product reviews from your customers
• Offer potential customers special deals or loyalty points if possible
• Put someone as your ZMOT person who will oversee this dynamic process that will ultimately yield more conversions.

About the Author

Bidyut K. Acharya is a Consultant heading Management Development Services. Kolkata. India. He can be reached at bka@management-dev.com