Outdoor lifestyle brand Roots decided to roll out an initiative to ensure all listings were unified across its 120+ North American store base. The name needed to appear solely as "Roots" across listings, rather than as a combination of "Roots" and "Roots Canada." The brand knew the work required to make this a seamless transition across the digital universe would be intensive — and they needed to accomplish this while increasing search views and customer actions, without losing business in the shuffle.
![Roots Logo](http://a.mktgcdn.com/p/83EoeycJhKSJeZ95lCUf-DyEPvodlm8WZ8yy_N2vWds/400x400.jpg)