Coming to the end of summer, I can’t help take notice of Google’s push to influence what shopper marketing professionals call the “path-to-purchase”. The path-to-purchase is the route that shoppers take from discovery of a product to the actual purchase of a product. This may include several steps such as consulting research or product reviews on the internet, discussing products with friends, being exposed to media advertising, traveling to a store, and examining the product on shelf or display before buying. Google recently published and is heavily promoting an eBook titled Zero Moment of Truth that boldly marks their proprietary spot on the path-to-purchase.
Tag Archives: shopper
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About a month ago, I was rushing around my local supermarket in preparation for guests that were due at my house within the hour. But suddenly I was stopped dead in my tracks in the chip aisle.
Doritos Brand recently brought back my favorite flavor that had disappeared from shelves years ago. But what made the resurrection inescapable for me was that they re-introduced Taco Flavor in the original orange and yellow packaging (complete with ‘70s game show logotype) which was so seared into my subconscious from all those years ago.
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