01
Client context
The brand performed well in stores but lagged in quick-commerce apps, a fast-growing channel.
02
Business challenge
The team did not understand how shoppers searched, compared and chose on quick-commerce apps.
03
Research objective & questions
Map the path to purchase in each channel and identify channel-specific actions.
- How do shoppers discover and choose products in each channel?
- What triggers last-minute switching?
- How do search ranking, imagery and reviews influence choice?
- How do pack sizes and prices perform by channel?
04
Methodology & approach
- Digital shopper diaries
- Recorded shopping sessions on quick-commerce and e-commerce apps.
- Shop-alongs
- Accompanied in-store shopping trips.
- Touchpoint survey
- Influence of each touchpoint on choice.
- Digital shelf audit
- Search visibility and content quality.
05
Sample & geography
- ~30 digital diaries
- ~15 shop-alongs
- ~1,200 survey respondents
- Geography — India (metro cities)
06
Key findings
- Most quick-commerce purchases started with a category search, not a brand search.
- Thumbnail imagery and pack size visibility drove selection.
- Shoppers preferred multi-packs online and single serves in stores.
- Stock-outs on apps caused immediate switching.
07
Business implications
- Optimise search terms and thumbnails for quick commerce.
- Introduce app-specific pack sizes.
- Prioritise availability tracking on key apps.
08
Outcome
The brand received channel-specific journey maps and a quick-commerce activation plan.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.