During the COVID-19 pandemic, Purple, a mattress company, has adapted its operations to address unique healthcare challenges by manufacturing specialty beds and dedicating part of its U.S. production to meet increasing demand. They are allocating 10% of net proceeds to distribute beds to healthcare facilities facing shortages. To enhance customer access to their products, Purple launched a financing project and utilized Heap analytics to track customer behavior and preferences, which informed their advertising strategies. This data-driven approach enabled Purple to identify customer segments, such as mobile versus desktop users, and understand their purchasing journeys, even as consumer behavior shifted with more people shopping online. Despite the challenges, Purple experienced online growth and focused on key metrics like conversion rates and product additions to optimize their offerings. Heap's analytical tools have been instrumental in providing insights into customer behavior, supporting Purple's efforts to meet customer needs and sustain their business during this period.