In other words, many shoppers visit a bricks-and-mortar store, view a product and then compare its price online. This is where online retailers are stealing sales from retail stores as they’re usually cheaper. Google identified this new process back in 2011 and refer to it as ZMOT or the Zero Moment of Truth.
“ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service you’re thinking about trying or buying.” (Winning the Zero Moment of Truth, Jim Leckinski, Google 2011 p.9)
Parago’s research has recorded a 400% increase in 2013 compared to 2012 and that “Amazon is the #1 way US consumers compare prices on their smartphones at physical stores.”
