How retailers can win even before the ‘first moment of truth’
Inside Retail
MARCH 21, 2025
Procter and Gamble coined the term the ‘first moment of truth’ (FMOT) 20 years ago. Known as FMOT, its the moment when a shopper notices the physical product in a retail environment and makes the decision whether to purchase or not. Weve subsequently had the ‘zero moment of truth’ (the research phase before the first purchase) and the ‘less than zero moment of truth’ (before the research phase begins when brands can anticipate consumers needs).
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