While adept at navigating the world of brick-and-mortar retail, UPPAbaby faced challenges in replicating its offline success in online channels such as Amazon. Encouraged by external advisors, they approached Stackline to support their ecommerce team in understanding the dynamics of the stroller market on the platform and determining how the brand should refine its merchandising to enhance content and advertising performance.
The UPPAbaby and Stackline partnership focused on turning insight into action from day one. Both teams leveraged the other's unique expertise and capabilities to drive specific improvements to the brand's channel strategy.
To start, the brand benchmarked its Amazon merchandising against competitors using Stackline's Atlas market intelligence platform. The data revealed that targeted improvements in content and advertising would yield the greatest impact.
UPPAbaby then used Beacon Pro to evaluate content health using Stackline's proprietary content score and identified priority SKUs with high volume but low optimization. These insights enabled the brand to quickly revamp titles, bullets, and descriptions on high-impact products using top-performing SEO terms identified through Atlas organic traffic trends.
To further refine strategy, the team tapped into Shopper Analytics to better understand audience behavior within the luxury stroller category, analyzing customer loyalty, crossover brand engagement, and high-frequency keyword clusters. These findings helped ensure that all content enhancements were not only algorithm-optimized but also aligned to real shopper preferences and motivations.
The impact of these Stackline-enabled, UPPAbaby-driven content improvements was immediate. After each rewrite, strollers saw an average 60 percent increase in content score and a 27 percent increase in conversion rate.
While UPPAbaby tackled content, Stackline's Professional Services team led the charge on advertising. Before launching campaigns, the team conducted an audit using Atlas advertising intelligence, identifying high-opportunity keywords, competitive saturation points, and time-based consumer search behaviors. Armed with these insights, they built hyper-targeted ad campaigns focused on incremental opportunity and deployed them using Stackline's ad automation solution within Beacon for continuous bid optimization. Beyond initial setup, the Professional Services team continues to actively manage the strategy, using insights from Atlas, Beacon, and Shopper Analytics to adjust budgets, keywords, and targeting. This ensures every ad dollar is tied to real-time shopper behavior and performance data, maximizing precision and minimizing waste.
The impact of the switch to a Professional Services-managed, Beacon-assisted ad strategy has been dramatic:
The results of this two-pronged approach were as significant as they were immediate. Conversion rates began rising within days of implementing SEO optimizations driven by Atlas and Shopper Analytics. In parallel, the move to a Stackline-managed advertising model, powered by Beacon, steered by Professional Services, delivered exceptional gains in cost efficiency and sales performance. UPPAbaby successfully transitioned from brick-and-mortar expertise to digital channel leadership, equipped with Stackline's technology, insights, and strategic partnership every step of the way.
