Background

UPPAbaby is a renowned baby gear brand synonymous with quality. Most know the brand for its exceptional strollers, designed to simplify the lives of modern parents, but the organization owns an extensive portfolio beyond this. With a commitment to innovation and functionality, UPPAbaby continually strives to elevate the parenting experience in today's fast-paced world.

The stroller market has changed dramatically over the last several years: spurred on by post-pandemic changes to retail shopping behavior and the shift to online sales, UPPAbaby understands the importance of adapting its market strategies to meet evolving consumer needs. That's where Stackline steps in, providing brand partners with the essential data and insights to drive informed decisions and secure a competitive edge in the market.

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Challenge

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.

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The Solution

The UPPAbaby + 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:

UPPAbaby

• To start, the brand compared its Amazon merchandising strategy to the competition’s using Stackline’s Atlas market intelligence tool.  The Atlas data showed that improvements to content and advertising would have the most significant impact on their online business.
• UPPAbaby then set about revamping content with Stackline’s Beacon retail management tool to identify their stroller SKUs with the weakest content score—a proprietary Stackline metric that measures listing health—and further prioritizing target products based on sales volume, choosing to rework content on the highest-selling products first.
• Finally, the brand used Atlas organic traffic data to find the top SEO terms for strollers on Amazon and rewrote titles, bullets, and product descriptions to include those terms.

The impact of these Stackline-enabled, UPPAbaby-driven content improvements was undeniable: immediately after each rewrite, UPPAbaby strollers saw an average 60% increase in content score and an average 27% increase in conversion rate.

‍Stackline

While UPPAbaby tackled content, Stackline's Professional Services team focused on advertising: 

• Before touching a single ad campaign, the team audited competitive ad strategies within the luxury strollers market using Atlas advertising data to understand fundamental marketing dynamics (i.e., how and when consumers shopped for luxury strollers, which search terms attracted the most competitive ad spend, which terms represented the most significant incremental opportunity for UPPAbaby, etc.). 
• Empowered by these Atlas findings, Stackline Professional Services then crafted hyper-targeted ad campaigns designed to generate the maximum number of sales with the highest possible return. 
• Then, they launched those campaigns using Stackline's Drive advertising automation software to optimize bids as efficiently as possible.  
• While campaigns are managed autonomously within Stackline Drive, the engagement with the Professional Service team has just begun. Today, the team continues to refine UPPAbaby's advertising strategy, responding to changes in Atlas shopper behavior by adjusting campaign budgets and keyword targets within Drive, ensuring optimal advertising performance. 

The switch to a Professional Services-managed, Drive-assisted ad strategy has had a truly incredible effect on the brand's advertising performance: compared to UPPAbaby's pre-Stackline advertising, Costs per Click (CPC) have dropped by 68%, Click-through Rates (CTR) are up by 43%, and Returns on Ad Spend (ROAS) have climbed by an impressive 224%

Results

The results of this two-pronged approach were as significant as they were immediate: conversion rates began to improve within days of adjusting SEO based on Atlas recommendations.  With advertising, switching to a Stackline-managed, Drive-assisted ad strategy had an incredible impact on UPPAbaby’s advertising: costs dropped precipitously, clicks rose considerably, and returns on ad spend climbed astronomically.

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More than a Partnership

Not only has the Stackline + UPPAbaby partnership met its goals, but it has blown past them, positioning the brand as a disruptor and leader in the premium stroller space. Speaking about the immediate impact Stackline has had on their business, UPPAbaby’s Senior Director of Growth and Analytics, Madeleine Bell Bresler , said, “With Stackline’s data-driven strategy and expert team, we were able to transform our Amazon business in a matter of weeks.”

Stackline is now an integral part of UPPAbaby’s Amazon GTM strategy. “They’re an extension of our team,” declared Madeleine, who is in daily contact with the Professional Services team to update content and adjust bids to refine the brand’s stellar strategy. She and her team’s commitment to Stackline shows that the difference between lagging and leading a market often comes down to picking the right partner.

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About Stackline

On a mission to fuel the future of commerce by bringing brands and customers closer together, Stackline is the leading AI-enabled retail intelligence and activation platform for the world's most innovative brands.  Business leaders, product innovators, performance marketers, and financial firms trust Stackline as the single source of commerce truth. Fueled by proprietary neural networks and deep learning systems, Stackline's market insights, revenue metrics, behavioral data, and autonomous functionality create the actions that determine success or failure.

Founded in 2014 in Seattle, Stackline employs over 250 connected commerce professionals creating value for 7,000 global brands.

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