Feb 10, 2015
Before Going ShoppingBy Abby (Kleckler) McGarry

Have you seen people standing in the aisle searching for a product online that is right in front of them? Have you done it? Now, have you heard of ZMOT?

Maybe I’m living under a rock, but the first time I heard about the Zero Moment of Truth (ZMOT) was from Doug Sapp of Fuel Insights at NextLevel last week.

Ironically, the first thing I did was turn to Google (the exact company at the heart of the concept) to research.

There are now four steps in the marketing mental model: stimulus, research (ZMOT), shelf (first moment of truth) and experience (second moment of truth). Watch this video for an explanation that takes less than two minutes.

How does your garden center account for shoppers researching products online? Will they find reviews? Do you have an online presence if they want to comparison shop?

First Moment of Truth

In Google’s research, ZMOT is now the most relevant step, but the first moment of truth is still highly influential. This is your merchandising – your shelving, your products and your signs.

I’d love to see one or two of the best signs in your garden center. Send me photos at [email protected].

Bloomtown

Can you imagine a video series about “the mud, sweat and tears of the horticulture industry?” Well, there’s one in the works that aims to help end-consumers understand how, where and by whom our flowers and plants are grown, purchased and sold.

Dreamt up by Stephanie Winslow, president of FlopaK floral packaging based in St. Louis, Missouri, and Erik Light, an independent producer, this planned series is looking for funding through Kickstarter.

Don’t make up your mind yet; get a taste of Bloomtown with a trailer.

Cheers,

Abby


Abby (Kleckler) McGarry

Abby (Kleckler) McGarry is the managing editor of Lawn & Garden Retailer. Contact her at [email protected].