Coca Cola B2B Retail Study
The Challenge
Coca-Cola wanted to understand how its products were presented and experienced on the Londis website, and how this digital environment influenced purchasing behaviour. With online grocery journeys becoming increasingly important, the challenge was to assess whether Coca-Cola’s presence supported easy discovery, confidence and conversion.
The client needed a detailed, behaviour-led understanding of how shoppers navigated the site, searched for products and responded to imagery, pricing, promotions and descriptions, in order to identify improvements that would optimise the user journey and drive stronger purchase outcomes.
Research Objectives
The research aimed to build a clear understanding of how shoppers engaged with Coca-Cola products within an online retail environment. The key objectives were to:
- Understand how customers search for and locate Coca-Cola products on the Londis website
- Explore reactions to product imagery, descriptions, pricing and promotions
- Identify which elements of the website supported or hindered purchase decisions
- Assess how different product search scenarios influenced behaviour
- Understand how website design and content could be optimised to increase conversion
These objectives were designed to inform improvements to both brand presentation and user experience.
Research Approach
Vision One employed a mixed-method research approach, combining depth and behavioural observation. The approach included:
- Seven one-hour in-depth interviews to explore attitudes, expectations and decision making
- Seven website usability tests using mobile eye-tracking glasses
- Observation of real-time browsing behaviour and visual attention
- Four realistic shopping scenarios, including a usual shop and targeted product searches
- Evaluation of how customers interacted with navigation, search, imagery and promotions
This methodology provided rich insight into both conscious feedback and unconscious online behaviour.
Findings
The research revealed clear patterns in how customers searched for and evaluated Coca-Cola products online. Shoppers rarely used the product catalogue, instead favouring the search bar, particularly when supported by predictive text and images. High-quality, clear, three-dimensional imagery with visible pricing was critical to driving confidence.
Product descriptions played a key validation role before purchase, while promotional sections such as Top Deals were explored by all participants to ensure value. Together, these findings highlighted the importance of clarity, visibility and reassurance in driving online conversion.
Action & Recommendations
The findings informed how Coca-Cola and Londis could refine the website experience to improve navigation, product visibility and purchase confidence.
Recommendations focused on optimising search functionality, improving image quality and consistency, strengthening product descriptions and ensuring promotional areas were clearly surfaced. These actions provided a clearer, more intuitive shopper journey, helping to remove friction and maximise purchasing behaviour in an online retail environment.
