First-Moment Mobile™​

Gather real-time insights right at the point of purchase.

Most consumer shopping decisions are made in-store, within a few seconds. First-Moment Mobile™ allows us to gather insights at the first moment of truth, in-store and at-shelf.

Get Noticed by Shoppers at the Store Shelf

Capture insights from shoppers at the first moment of truth (FMOT) via First-Moment Mobile.
  • Gauge recall and findability
  • Determine the impact of POS and in-store activities
  • Understand whether the product is part of the shopper’s consideration set
  • Pinpoint strengths and weaknesses at shelf vs. competition
  • Determine the in-the-moment triggers and barriers to purchase
  • Evaluate the price point and value perceptions
  • Identify areas where improvement is necessary to maximize sales potential     
  • Customize retailer sell-in stories by channel or individual partner

Benefits of First-Moment Mobile™:

  • The in-store vantage point provides important insights that other research can’t uncover.
  • Offers an organic lens of what happens through the eyes of your shoppers and those that don’t buy your product.
  • Can serve as an unofficial “audit” as to what’s happening in store.

First-Moment Mobile: How do we do it?

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Category shoppers are recruited to participate in the research.​
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Geofencing methodology intercepts real shoppers on a real shopping trip.​
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Survey is completed once purchases are completed but consumers are still in store.​
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Participants tasked with locating the product to assess findability, placement, comparisons, etc.
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Images of the shelf, product and point-of-sale are captured.

First-Moment Mobile Explained

case first moment mobile

Situation & Business Challenge

When the Campbell Soup Company expanded their V8 brand into new product categories, they needed to understand consumer reactions to the new products at shelf to help them maximize the products potential.

Approach

Using mobile geofencing technology, panelists were sent push notifications to participate once in the stores. They were screened to be shopping one of the new line’s categories that trip. The in-store study focused on brand impressions at shelf, purchase motivations and barriers, as well as profiling category shoppers.

A Purchaser Follow-Up™ study was also conducted to complete the picture.

Business Implication

Campbell’s, specifically the V8 brand, learned that shoppers across product categories are very different and their brand’s motivational power varies between. These in-the-moment insights equipped the V8 team with important criteria to refine & reach each category’s unique target, fostering the success of these new products.

At the same time, the purchaser research complimented the in-store view with direction for reformulation.