In 3-7 seconds when a shopper first encounters a product on a store shelf, called a "Moment of Truth" by P&G, marketers have their best chance to convert browsers into buyers by appealing to their senses, values, and emotions. Research shows that experiential touchpoints like point of sale, advice and recommendations are more influential on consumer brand experience than mass media or sponsorship events. Among various point of sale materials, end of aisle signage has the highest response rate from shoppers according to a survey.

1. Moments of truth

2. Time-starved consumer
• Instinctively pick
the most familiar
brand:
• past experience;
• visibility.

3. P&G’s Moments of
Truth
• It happens in 3 - 7 seconds after a shopper first
encounters a product on a store shelf.
• It is in these precious few seconds, P&G contends,
that marketers have the best chance of converting
a browser into a buyer by appealing to their
senses, values and emotions (Wall Street Journal,
September 21, 2005).

4. Experiential
touchpoints deliver
Point of sale
Advice & recommendation
30.0 Mass media
One to one
27 Sponsorship & events
25
22.5
20
15.0 16
12
7.5
0
Consumer brand experience, %
Source: Admap, September 2008. Findings based on interviews with 335’000 consumers across 131 product
& services categories.

5. What POS?
Response rate, %
70.0
70
62
58
52.5 55
35.0
17.5
0
End of aisle signage Merchandising displays Department signage Shelf strips
Source: Marketing Daily, April 3, 2009. Findings based on interviews with 1’000 shoppers in USA.