Kauf.ch

The Kauf AG is probably the best-known shirt brand in Switzerland and looks back on a long tradition. In 2024, the company will be 120 years young and will celebrate this anniversary with a special edition of the Jacob Kauf collection, in honor of the 60th birthday of Swiss blues singer Philipp Fankhauser.

The company philosophy has always been linked to the idea of producing high-quality men's shirts and at the same time staying in tune with the times. Today, this also includes an online shop for customers in which business and casual shirts can be ordered easily and quickly to their homes. Serious yet with that certain something, the Swiss love the shirts from kauf.ch and look forward to seasonal collections. The Swiss premium shirts of the Jacob Kauf line are also very popular; from thread to button they are 100% Swiss Made and answer the great demand for quality and sustainability with tradition, philosophy and love for the men’s shirt.

Key Facts

The basis of all online marketing measures is an online shop that is functional and chic and supports customers with their purchase. For faster loading times, the images in the Kauf shop were converted. The integration of Doofinder as a search engine also benefits loading times, as it ensures that the intelligent search for items now runs externally. The new configuration of the filters also makes shopping in the shop easier and more intuitive for customers. At the same time, our developers ensured, with an extension of the interface, that product maintenance works more conveniently and reliably for Kauf employees. By connecting to Galaxus.ch, the company uses an additional sales channel.

Marketing for the Swiss shirt brand

Search engine optimization – Rank 1 for “Herrenhemden” (men’s shirts) ahead of Zalando and Bonprix

For our search engine optimization experts it was clear that there was an opportunity here to position a major brand in the rankings. The goals of the optimization were quickly identified: since the Kauf brand has strong appeal, the aim is to cover as many important keywords as possible that match the range with their own category. The optimization concept is complemented by an advisory magazine that provides customers with tips on outfits, shirt care and questions before purchasing.

It became clear after a short time that the interaction between the right optimization strategy and the Kauf brand would be successful. The shop not only achieved top rankings for key terms such as “Herrenhemden” (position 1)*, Swiss shirts (position 1)* or shirt (position 4)*, but also grew in breadth in terms of keywords thanks to new ideas from the arboro analysts. For practically every cut, shirt color or pattern represented in the range, the site occupies very good positions on Google, at least in the top 10, and mostly even in the top 5. These positions will be consolidated and expanded.

With the takeover of the SEA account, the arboro SEA team also took an in-depth look at the exclusivity of Kauf.ch shirts and the special features of the brand. Target group and competitor analyses clarified the current situation. The vision was clear: these high-quality shirts must be seen and find the right customers.

In the last 12 months, arboro has almost tripled revenue from ads compared to the previous months. The SEA team tested various campaigns and wordings in order to place the ads more precisely. Optimization measures made the campaigns even more effective, increasing the conversion rate by around 150%. Qualified traffic was driven to the site and campaigns became more economical.

In close cooperation with the client, the arboro SEA team plans and implements campaigns. For important seasonal events, the ads analysts use the functions and features of Google Ads to explore possibilities and limits. Thanks to this intensive and strategic work, arboro has achieved stable growth over the last 12 months and strengthened Kauf’s position on the market.

Thanks to the connection to the arboro CSS at a fixed price, Kauf AG also saves 20% Google margin on every click on the Google Shopping ads.

A happy customer is the purpose of our work

This is what Gaby Kauf, Managing Director of Kauf AG, says about working with arboro: “We had a good feeling right from the start with the open and friendly employees of arboro, but the quick and good results still positively surprised us. We have gained traffic and revenue, our shop is technically improved and our advertising is more efficient. In addition, arboro provides me with transparent reporting and, in personal exchanges, explanations whenever needed. I can recommend arboro with a clear conscience and I look forward to further cooperation.”