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Micro moments during shopping process


Mobile has changed shopping forever. Today’s consumer is much more aware of their needs and goes thru multiple micro-moments before they get to point of purchase.

Consumers have a tremendous amount of information at their fingertips with endless options. Google’s team has researched and discovered that consumer goes thru four stages until they get to purchasing point.

As a fashion brand, it’s crucial that you should be aware of them. You can nurture the consumer at each step and lead them towards purchasing from your brand.

Micro-moments are “an intent rich moment when a person turns to a device to act on a need – to know, go, do or buy.” Google Trends

There are four Micro Moments shopper goes thru: 

Micro Moments

I WANT TO KNOW (moments)

What are consumers doing?

•  These are the moments when shoppers are in “research” mode. At this point, shoppers are looking around for inspiration, ideas and exploring options. They might not be in the “buying” mode.

•  Consumers would be exploring sites as Instagram, Lookbooks, Style blogs, etc for inspiration to see if something catches their eye.

What can you do?

As a fashion designer and/or fashion brand, you can engage consumers by giving them inspirations via Instagram feeds, lookbooks, style options etc. using your clothing items.

eg: Inspirations by So_Stylicious & Somewherelately


I WANT TO GO (moments)

What are consumers doing?

•  These moments are when the shopper is looking for something that they can find in a local store.

•  Consumers are searching on the web or mobile platform and looking for “local” options to either buy the product or try it.

What can you do?

You can use locally targeted ads to show consumers if the product is available locally and give them discounts and/or directions to your store.

I WANT TO DO (moments)

What are consumers doing?

•  These moments are when a shopper is looking for help completing a task or trying something new.

•  Consumers are searching on YouTube, blogs to see tutorials on using a product OR designing something for a particular event on a budget.

What can you do?

•  As a beauty brand, this is the perfect opportunity for you to create ‘How To’ videos showcasing your product. eg: How to do latest minimal makeup for prom OR How to do your hair in less than 60 secs etc. The opportunities are endless.

•  As consumer connects with you at this moment, they are much more likely to take the next step “purchasing” because you have solved their problem and given them an example on how your product will solve their pain point.

eg: Still Glamorous & Sephora does an amazing job at that.

I want to do moments

I WANT TO BUY (moments)

What are consumers doing?

•  These are the moments when the shopper is ready to purchase an item.

•  Consumers have done all the research and are mostly likely on your website to make the purchase.

What can you do?

•  At this point, you should create a user-friendly website and checkout system. Make sure your product page answers all the questions, the shopper might have that could stop them from finishing the purchase. eg: shipping information, taxes, colors available, delivery date etc.

•  These are very critical because 57% of the time, consumers might abandon the shopping cart if they are unsure about any of these. So make sure your product page and checkout process has zero hurdles and leads to smooth checkout

As a fashion brand, what can you do?

Each one of these micro-moments is an opportunity for the brand to be there for the customer, so you can guide them to the purchasing moment.

Be There

Find out what journey your customer goes thru before they make the purchasing decision. Be aware of these micro-moments because each one presents an opportunity to pamper the customer.

Be Useful

Once you are aware of their needs, provide useful information in the form of text, images, videos etc that is relevant to the consumer and connect with them.


• Google Trends


  1. Gustavo says:

    Very interesting! I’ve never imagined how complex this process could actually be. Thanks!

  2. Marielle says:


    • Vishal Kalia says:

      thank you Marielle 🙂

  3. Lauren says:

    Never knew how much detail was involved in the shopping experience! Great insight.

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