A travel outfitter selling gear and guided experiences together, so a backpack comes with somewhere to take it.
Wanderline stocked serious travel gear and sold curated guided experiences, but the two lived in separate corners of the site with separate checkouts. Shoppers bought a jacket and never learned about the trek it was built for; experience-seekers booked a tour and outfitted themselves somewhere else. Revenue per visitor stayed thin because every session only captured half the intent it walked in with.
We modeled gear and experiences as one catalog with smart bundles — pairing each trip with the kit it actually needs — and rebuilt the product page to sell the destination, not just the spec sheet. Booking and gear now share a single cart and a single checkout.
Shoppers who came for gear began adding experiences, and trip-bookers loaded up on kit — pushing revenue per visitor to 1.8 times the prior baseline. The combined bundle became the highest-margin path through the whole store.
