Tales From Russia – First Moment of Truth
Thursday, July 28th, 2011
In the emerging market of Russia, we learned that in shopper marketing, the first moment of truth is one of the most important steps in a consumer’s path to purchase. After interviewing several consumers in their homes and doing shop-a-longs, we observed an underdeveloped stage of above-the-line media when it comes to household needs and health/beauty products. TV, current print, and other media outlets we are accustomed to are not a highly consumed media in the everyday life of people living in Moscow. So how do they find new products outside of friend and family recommendations? They rely on in-store marketing. The moment when a consumer turns into a shopper.
Want to learn how merchandising plays a role in product selection and choice in Russia? Want to know what in-store tools and promotions work best in emerging markets? Want to learn the Integer approach to shopper marketing in the global market?
Click here to download theTales From Russiastudy.
-Contributed by Stephen Moon