People evaluate purchase decisions in-the-moment.

Real moment

Giana justified a higher-priced item while in-store.

Standing in the drugstore aisle, Giana was puzzled by the price differences as she considered treatment options for a fever sore. When she turned to her smartphone to research the remedies, the information she found swayed her to buy the higher-priced item, which she wouldn’t have otherwise bought.

Aggregate insight

Purchase decisions can be influenced in the moment.

1/3 of online consumers ages 18-34 say information discovered through search caused them to buy a more expensive product in a store if that product is more effective.

Marketing implication

Provide confidence when shoppers are ready to seal the deal.

The moment of truth at the shelf now has a digital extension as people turn to their phones to learn more about the products they see. Brands can win these moments with timely and relevant information like product details and reviews.