By Steve Cole, email@example.com
It doesn’t take much convincing to realize that we are in a Golden Age of the shopper. Retailers are no longer in charge of the information, pushing out what they want, when they want, to influence shoppers and win sales. Instead, shoppers today seek out the information themselves, much of it online, before they ever set foot in a store. In other words, they’re thinking for themselves. The horror!
Google calls this the Zero Moment of Truth (ZMOT). Playing off Procter and Gamble’s First Moment of Truth, the moment a shopper reaches a buying decision in a store, the ZMOT is when shoppers gather the information they need online and make a buying decision right there, wherever there happens to be.
It’s happening with electronics, cars, books, and a host of other categories. It’s also happening in CPG.
According to a survey by Microsoft Advertising and Carat, 75% of U.S. Internet users go online to research grocery and personal care goods. Seventy-five percent!
Sure, many may be checking prices or looking for coupons but more and more they’re looking for detailed product information. What do they find when they go to your website?
Not much in most cases. We recently surveyed the top 20 CPG retailer websites to see how much product information was available. What we found is that most can’t take an order, and many don’t share product details. Instead, their websites are more Web 1.0, designed to display static advertising messages (often lifted from print circulars) and distribute the generic coupons of the week. This disconnect between what consumers want and what retailers are delivering creates both a problem and an opportunity for you.
It’s an opportunity if you recognize this shift now, and act on it by “giving the lady what she wants” in the words of Marshall Field.
Enhancing your website with product details such as calorie count, nutritional information and ingredients will draw the digital shopper to your website and your stores -- and away from your competito