How to win at the moment of truth

The moment of truth in retail marketing is a decisive moment. It is where all your marketing activity either pays off, and you win. Or it is where you discover it is not as effective or influential as you may have thought.

But what is that moment of truth?

For us, it's that fleeting second when a consumer decides that, among all the products on a shop shelf or e-commerce store, they want yours. Where they reach for your product and place it in their basket. 

It is a crucial juncture, one that is fiercely competitive. So the question is, how do you stand out so you can sell more?

It boils down to three key components.

1. Disrupting or reinforcing shopper choices
2. Creating a seamless omnichannel shopper marketing strategy
3. Diligently controlling the execution

Let’s explore each of these in more detail.

Disrupt or Reinforce: Tapping into System 1 Thinking

For those who are unfamiliar with System 1 thinking, it is a behavioural economics concept popularised by Daniel Kahneman in his book Thinking, Fast and Slow (a must-read for any marketing professional). 

The concept goes a little something like this:

System 1 is the brain’s fast, automatic, intuitive and largely unconscious way of thinking. It is all about efficiency in making choices, looking for shortcuts to minimise the effort in making a choice. It tends to jump to conclusions quickly, often based on familiarity, visual cues, and past experiences. 

This is the system we use when we’re making everyday decisions and purchases. When we’re in the aisle of a supermarket trying to choose which of the 10 different types of ketchup we should purchase. 

Then we have System 2 thinking. This is the mind’s slower, analytical mode where reason dominates. It is used when we are presented with a problem we have not come across before, and requires mental exertion. Or, when we are making a big purchasing decision that often comes at a high cost, whether monetarily or emotionally, like getting the right anniversary gift for your partner.

They don’t act independently either but instead work together to help us make faster and more efficient decisions. Having said that, the moment when the shopper is in the aisle trying to select a product - big or small - winning over our System 1 thinking will have a significant influence on their selection.

How do you win? By either disrupting their preconceptions or reinforcing emotional triggers.

Disrupting System 1

Disrupting System 1 thinking is particularly important for new or challenger brands. Those that have either not been around as long as their competitors or haven’t had the budgets to create strong, memorable mental structures. 

The goal here is to break through the noise and capture attention. And FAST.

Capturing their attention could involve creating eye-catching packaging that breaks conventions, clever product placement, bold point-of-sale displays that stand out on shelf, or even unexpected sensory experiences in-store.

Think vibrant colours, unique shapes or even interactive elements that make shoppers pause and think. You need them to stop their habitual System 1 choices and engage them to activate System 2 so they can assess whether your product is the better choice.

Reinforcing System 1

For established brands, the focus will likely shift from disruption to reinforcing existing positive associations. A prime example - McDonald’s hash brown advertising campaign in the UK. It includes consistent branding, familiar packaging cues and leverages the positive brand sentiment it has built up over time. Nearly everyone knows or has experienced McDonald’s breakfast items - the campaign needs no explanation. It’s just reinforcing the mental structures and creating triggers to influence our purchasing decisions.

If you are in the reinforcing camp, consider how you can use familiar logos, colour schemes, or products to trigger instant recognition. How can you use your packaging to emphasise consumer emotions around your brand?

It's essential to feature these prominently, whether that’s on the shelf, through signage, or OOH displays, to capture the attention of your audience. At the end of the day, you want to reinforce those mental shortcuts that shoppers use and ensure nothing gets in the way.

The power of omnichannel

The shopper journey is rarely linear. While we might take well-trodden steps - researching products online, seeing an advertisement online or on our travels, and then deciding that now is the right time to buy - we may also skip a few or all of the steps entirely.

Let’s face it, if you go to a supermarket hungry, the likelihood of your favourite chocolate bar that was never on your list being put into your basket is exponentially higher. 

Having said that, there were probably plenty of small triggers and nudges along the way you didn’t consciously notice influencing you before you put that bar in your basket. 

It could have been an online ad or promotion you saw when you were compiling your list at home. It could have been that radio ad you heard or billboard you saw on your drive to the store. And it could have been the fact that your favourite chocolate bar was right next to the till as you paid for your shopping - who doesn’t deserve a treat after the weekly shop!

The point is, all these micro moments add up. You can’t just put all your eggs in one basket and expect to win at the moment of truth. You need a consistent and memorable branding across all these different channels. From your product and packaging to online campaigns and right the way through to in-store activations. Everything needs to sing together like a harmonious chorus.

So, when thinking about your campaigns and winning at the moment of truth, make sure your marketing activities are not acting in silos. They should reinforce one another, thereby enhancing their effectiveness. But most importantly, be distinctive and memorable, be consistent and be relevant to the context of the channel.

Be in control

Having a brilliant marketing strategy is only half of the battle. The execution, particularly in-store - is where things can easily unravel. We’ve heard plenty of stories where someone has launched a fantastic in-store display only to find that competitor products are taking up shelf space, or the display never leaves the stockroom, or it’s hidden in-store so far away from the action that it doesn’t have the impact it was intended to have.

These marketing horror stories are why Paragon Global Brands has significantly invested in its global supply chain. From initial design all the way through to point-of-sale and the actual placement of products on the shelf, we have the local expertise, knowledge, and relationships to ensure as much control of the process as possible.

Every detail matters, and one seemingly small issue can significantly impact your ability to win at the moment of truth. 

For global campaigns, maintaining control across diverse markets can be particularly challenging. Working with a strong partner with a robust and structured supply chain can be invaluable.

Paragon Global Brands offers one of the largest global footprints with local expertise, ensuring brand guardianship throughout every step of the supply chain. From packaging and point-of-sale builds to merchandising right the way through to briefing the retailers on display guidelines and product placement. We empower brands to maintain control, ensuring consistent and impactful execution, maximising your chances of winning at the moment of truth.

Winning at the moment of truth is not a matter of luck. It is the result of strategic planning, careful consideration, consistent execution and a deep understanding of shopper behaviour. By disrupting or reinforcing System 1 thinking, orchestrating a seamless omnichannel experience and diligently controlling the elements you can, you can significantly increase your chances of capturing attention at those decisive moments. Turning browsing shoppers into loyal customers.

Ready to take control and win at the moment of truth? Contact us and discover how Paragon Global Brands can help.