Buy or not to buy?

Few weeks ago during one of the classes we were debating what drives people to buy products and where the customers journey begins and ends. Firstly, we  have been given a task to give examples of one thing we purchased recently and say how and why did we buy it? There were many different examples given, but the most common thing was clothing. As we were in the winter season many people had to buy new shoes, jumpers and other parts of garment to keep themselves warm. Before we made a purchase we had to consider many factors such as the prize, comfort, value. How do we find  products that offer the best value for the price? From the stories we heard the most common answer was:  ‘I’ve heard it was good’ or ‘ My friend recommended it to me’, or ‘I found information online’.

The decisions are made with the First and the Second ‘moment of truth’.
As  Lafley 2005 (2005, quoted in Lecinski 2011,p.11) describes it:

‘The first moment  occurs at the store shelf, when a consumer decides whether to buy one brand or another. The second occurs at home, when she uses the brand — and is  delighted, or isn’t.’

Both of those moments are crucial, however it  seems that the second moment of truth and the customers’ satisfaction is even more important, especially in the digital era that we live in.. That  leads me to the ZMOT.


Lecinski (2011) Winning the Zero Moment of Truth. Think with Google.


ZMOT happens when our potential customer reaches for their mobile device or laptop to check reviews and recommendations (or not) about our products. This moment is very important because satisfaction and the experience that the previous customers had with our product will become the ZMOT for another person.



The digital era changed everyday lives of all of us. The internet influenced the way people shop and look for products. Customers don’t necessary believe in advertisements anymore, often taking them as inauthentic. Ads work as stimulus to inform customer about the product. However, the online recommendations work as a source of reliable information. Before purchasing the product in the shop customers first look up the recommendations online. ‘This particular consumer behaviour is often called Research Online, Buy Offline (ROBO) or web- influenced in- store sales.’ (Fabiano,V.2018). According to Smith and Anderson (2016), 62% of shoppers use their phones to look up customers reviews before making and in-store purchase.

Therefore, looking from the business perspective the online reputation and recommendations are extremely important for the profitability of the business. The ROBO model can be very useful and help generate higher sales. At the same time few negative reviews can impact the perception of new customers. Creating persona and the journey of  customers can help me understand better their experience and focus my attention on them. This simple exercise can help me not only with mapping the customer journey for my star-up but with any other service I will provide in the future, whether it’s teaching, choreographing or performing.


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