HOW TO “TOUCH” CONSUMERS IN AN EVER GROWING DIGITAL ENVIRONMENT Investigating the evolution of moments of truth Evaluating the consumer behaviour model for the cosmetics industry The impact of “Beauty Moment of Truth” on promotional campaigns Discussing success stories of “Touching Campaigns”

1. How to “touch” consumers
in an ever growing digital world?
InnoCos Europe June 4th, 2013

6. THINKING FEELING
INVOLVEMENT
highlow
*Adopted from „Vaughn, R. The Consumer Mind: How to tailor Ad Strategies“ The Advertising Age, Shopper,
Buyer and Consumer Behavior, Theory and Marketing Applications, Second Edition 2003, Bizantra

7. … FEEL
…the brand
a „touching“ brand experience
… LEARN
…about the product , the brand or
even perhaps about their own
beauty traits?
… and then DO
Consumers in our industry are „FEELERS“ and want to …

9. „Every Client Interaction
is a Moment of Truth“
•John Carlzon
•Former CEO of Scandinavian SAS Airline

10. •ZMOT, take a look at www.zeromomentoftruth.com

15. “Skin feels intensively hydrated for up to 7 days”
Proof the positioning statement:
Feel, see and discover the results
Get in touch with the consumers:
At home, at the POS and online

22. What is the impact
of test strips
on overall consumer
experience?
•F.e. Vlerick Leuven Gent Management School, 240 participants

23. 70,6 %
of consumers felt
inclined to buy

24. 80,1 %
gained increased
confidence in the brand

25. 30,8 %
converted to
brand advocates

26. 75 %
remembered the brand

27. It´s not only about
testing …

28. … it„s also about
consumer education!

31. How can I integrate
„TOUCH“ and „FEEL“
and „LEARN“
into my sales
promotions or
campaigns?

32. No sales pitch necessary – just be you!

33. Lots of „Beauty Moments of Truth“

34. Partnered with the top beauty companies
in more than 70 countries worldwide

35. Thank you!
kurt.gasser@usp.at