When consumers embark on a shopping journey, the first few moments are all focused on searching, comparing, and narrowing. A brief period of fun, uninhibited exploration quickly gives way to practicality as they build confidence by gathering information and advice from multiple sources. Steps taken in these moments may be non-linear and repeated multiple times. The needs/problems of the customer at this phase span both functional and emotional: I need to know all available options (across landscape/retailers). I need to review and understand detailed product information. I need to find the right balance between price and quality. I need to boost my confidence. I need to mitigate uncertainty.