From Monitoring to Knowing: How Owlet Is Redefining Infant Health at Retail

Baby monitors have long promised parents the ability to see and hear their child from another room. But as connected health devices become more normalized in everyday life, from smartwatches to sleep trackers, parents are beginning to expect more than visibility. They want insight. For Owlet, that shift matters because its wearable monitors track critical infant health metrics like pulse rate and oxygen level, bringing hospital-grade technology into the home and turning baby monitoring into a more data-informed experience.

As infant monitoring moves beyond seeing and hearing, how can technology help parents truly understand their baby’s well-being, and how should that reassurance show up across the retail journey?

In this episode of Retail Refined, host Melissa Gonzalez welcomes Elizabeth Teran and Jennifer Billington from Owlet Baby Care for a discussion on how infant health technology is reshaping the way parents discover, evaluate, and shop for baby care products. The conversation explores Owlet’s FDA-cleared wearable monitoring technology, the role of physical retail in high-trust purchases, the importance of speed and availability for new parents, and how data, AI, and connected devices are reshaping expectations around early parenthood.

Top insights from the talk…

• Why infant monitoring is moving beyond audio and video. Teran explains that Owlet’s approach is built around “hearing, seeing, and knowing,” using a wearable sock to track pulse rate and oxygen levels in real time and alert parents if readings fall outside preset ranges.
• Why retail availability matters after the baby arrives. Billington notes that while 60% of Owlet customers buy before birth, 40% purchase after the baby is born, often following a rough night, illness, or health scare. That makes in-store availability, curbside pickup, same-day delivery, and omnichannel retail partnerships central to Owlet’s strategy.
• How data can empower, not overwhelm, parents. Teran says the opportunity is not just to show parents more information, but to help them understand what the data means, why it matters, and what they can do with it. Owlet has monitored more than two million babies and is building subscription and telehealth experiences designed to add context to infant health data.

Elizabeth Teran serves as Chief Parent Officer at Owlet Baby Care, where she leads product management, design, customer experience, and marketing with a focus on translating parent insights into products and experiences that build confidence and peace of mind. Since joining Owlet in 2020, she has held senior roles across product marketing, brand strategy, and executive marketing leadership, including Chief Marketing Officer and SVP of Marketing. Before Owlet, Teran spent nearly a decade at Skullcandy, where she led product marketing, consumer research, retail training, go-to-market strategy, and data-driven product positioning.

Jennifer Billington serves as the Head of Retail at Owlet, where she leads revenue strategy and execution with a focus on sustainable, profitable growth. Over the past five years, she has held increasingly senior sales roles at Owlet, including Director of Retail Sales, Vice President of North America Sales, SVP of Sales-Americas, and Chief Revenue Officer, overseeing domestic and international sales strategy. She brings more than 18 years of sales and channel leadership experience from the Coca-Cola system, where she managed major retail accounts, built strategic partnerships, led high-performing teams, and drove revenue growth across convenience, mass, drug, value, and foodservice channels.

Article written by MarketScale.