The linear path to purchase is the good old days and no longer exists, says Elisa Pogliano, Mattel's Digital and Omni-Channel Director (EMEA). Fifteen years ago, you would see a TV commercial, go to the store, and buy the toy off the shelf. The traditional "Moments of Truth" model of advertising, shelf display, and purchase has become the "Zero Moment of Truth" during on-line shopping. And now, a new "Moment of Truth" has emerged-some buyer's first engagement with a toy is when someone else shares their unboxing experience and toy review. That's why a memorable unboxing experience can be so powerful-not only for the new customer, but many other potential buyers who will be influenced by what they view.
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