Friday, June 28, 2013

Category Management Series: The First Moment Of Truth

During these category management series, I am not really going to follow a specific order, nor establish a concrete way to manage categories. The goal is more to share some interesting thoughts and ways to have performning categories.

The first post of these series, I wanted to dedicate it to a concept I love, and that I have already discussed in this blog: The First Moment of Truth. Like a lot of other category management concept, the First Moment of Truth idea popped out of Procter & Gamble's people. Procter & Gamble was one of the first supplier to work together with Walmart to establish category management plan. 

The First Moment of Truth describes the fact that for fast moving consumer goods (FMCG) shoppers make their decision within the 7 seconds prior to pick their products on shelves. As a result, Procter & Gamble decided to shift its marketing expenses from mass media to point of sales advertizing.

At this time, First moment of truth was composed by paper-based brochures, signs etc... But nowadays, while social media and new mobile technologies are springing up and their cost is lowering, you may see more and more mobile apps, TV screens, and so on. 

The main idea to get is that the art of mastering one shopper decision making process in store is one of the key component of category management efficiency. New tools are available to marketers to help this decision making process in store.