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Car Dealer Insider Dec 1, 2011
| - Brian Pasch: Understanding the car shopper’s Zero Moment of Truth (ZMOT)
In 2005, Proctor & Gamble, one of the premier consumer products marketers ever, identified a concept they called the First Moment of Truth (FMOT). This was the moment when a shopper mentally decided to buy a particular product. To get to the FMOT, the shopper first had to be affected by a stimulus, usually a television advertisement, a discount coupon, or an ad in a magazine. When the shopper got to the store and saw an array of competing products on the shelf, the stimulus increased the probability that they would decide to buy the advertised product. Subsequently, there was a Second Moment of Truth (SMOT) in which the customer's experience with the product directed future buying decisions.
| - Trend Spotting
November is typically a small month for automotive retailers until the last week and then Thanksgiving and Black Friday promotions drive the final result. This year, Cyber Monday promos started the Monday before Thanksgiving instead of after the holiday. According to Dataium, an aggregator of online automotive shopping activity, the hefty discounts and incentives offered by car manufacturers helped to maintain consumer interest over the Thanksgiving weekend.
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