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...understand and they are positioning and packaging their products to meet this new consumer mandate. While many are successful at meeting consumers at the retail shelf in the first moment of truth--FMOT--as evidenced by their ability to move them to make initial purchases, they haven't always thought it through to meet the second moment of truth, or SMOT.
To be fair, the first order of business for marketers and design consultants is to get shoppers to pick up their product in the scant few seconds they're scanning the many choices on the retail shelf. But what happens after that?
Forget that we're marketers, packaging designers and retail experts. Let's put ourselves in the consumer's place. Faced with a plethora of choices in virtually every product category, to the point of saturation, what's compelling?...
NOTE: All illustrations and photos
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