Online Shopping Customer Journey

Seasonal shopping for a leading CPG brand was fragmented across online and in-store channels. Retailer platforms buried holiday content, offered inconsistent product availability across delivery modes, and failed to connect seasonal missions to product suggestions, limiting incremental sales and brand visibility in the digital aisle.

Harvest Insights mapped the full online holiday shopping journey for seasonal confectionery using online shop-alongs and video diaries with follow-up interviews to capture real-time decision-making. The research tracked behavior from inspiration through list creation, search, and cart building, and evaluated retailer platforms on UX, navigation, product imagery, and promotional relevance.

The client walked away with data-backed recommendations for digital product placement and seasonal merchandising, now driving more strategic retailer conversations around app content, mission-based navigation, and brand visibility during key shopping moments. These recommendations were taken directly to retailers to improve conversion during the next holiday season.