How S.T. Dupont Boosted Organic Revenue Through Search Automation

INDUSTRY

Luxury Retail

CONTENTS

• CHALLENGE

• solutions

• results

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Share of SEO revenue

+27%

Non-branded traffic

+30%

Indexable URLs

In December 2023, S.T. Dupont, a historic luxury house known for its lighters, pens, and men's leather goods, undertook a major brand transformation. This ambitious rebranding included the simultaneous launch of a new logo, a revamped e-commerce site, the opening of a second boutique in Paris, and the introduction of a new category: women's leather goods. To be successful, S.T. Dupont needed to ensure sustainable visibility for this new product category while securing their established position in their historical segments: lighters, pens, and men's accessories.

The French luxury house generates over 50 million euros in revenue and maintains a global presence, with a particularly strong market in Asia. Their business model primarily relies on sales through distribution partners, agents, and retailers, as well as their two flagship stores in Paris. Like many luxury houses, e-commerce has only recently become part of their sales model.

Challenge

S.T. Dupont analyzed their various revenue streams and chose to focus on a strategy combining SEO and media investments to increase e-commerce revenue.

"Launching a new leather goods line competing with luxury giants takes years. We know that seeing revenue will take time. Thanks to Botify, we've significantly increased our organic visibility and generated sales of these new bags on our e-commerce site," says Nam Vu, Global E-commerce & Digital Director at S.T. Dupont.

On the SEO front, major challenges included:

Identifying technical issues and optimizing all sites at scale (FR, UK, DE, IT, EUROPE)
Improving page indexation (only 30% were indexed by Google)
Increasing visibility for 2,000 points of sale (approximately 2,000 pages per country with low visibility and traffic)
Implementing SEO optimizations quickly without additional resources to measure their immediate impact on performance (using the PageWorkers solution)

Solution

The majority of the house's revenue comes from retailers and distributors who also bid on branded keywords. S.T. Dupont needed to recover some of this traffic. To do so, they made SEO a strategic lever and relied on Botify to improve branded traffic, optimize conversions, and attract new European customers. To meet this challenge, the company chose to leverage their organic strength, using Botify as a key tool to establish their presence in this new market.

In 6 months, using Botify's PageWorkers solution, 35 optimizations were deployed, including:

404 and 301 redirect corrections
Addition of structured data
Internal linking development
Cleaning of canonical tags
Adding missing H1 tags
Breadcrumb implementation

"With PageWorkers, we can implement optimizations on the site ourselves very quickly, without going through the dev agency or putting it in a backlog. This module offered by Botify wasn't available with other solutions — it was decisive in choosing the solution." Nam Vu, Global E-commerce & Digital Director, S.T. Dupont

PageWorkers enables teams to gain productivity by accelerating the implementation of SEO changes while giving back control of the website to the marketing team. Leveraging AI-powered recommendations from Botify, prioritized by estimated impact on the company’s traffic, the brand's E-commerce and Digital team were able to implement critical changes at scale using PageWorkers. Finally, ongoing support from Botify experts ensured rapid optimization deployment and the creation of industrialized SEO processes.

Results

In just 3 months, organic revenue jumped from 28% of total revenue to 50%. Three secondary KPIs drove this growth:

27% increase in non-branded traffic
24% more unique keywords
18% more impressions

Indexation also significantly improved:

Indexable URLs increased by +30%
Active URLs increased from 12% to 32%
The percentage of URLs with fast loading times increased by 20 points over 4 months

From the start, S.T. Dupont structured their team to ensure maximum utilization of the Botify solution; a traffic manager quickly mastered the PageWorkers tool thanks to support from a Botify SEO expert. Immediate tool adoption by the teams enabled them to develop new SEO skills and become autonomous in search projects, allowing them to save time and budget and positioning them as digital leaders in the luxury goods market. This successful transformation has set a strong foundation for S.T. Dupont's continued growth in search.

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