A digital success story powered by smarter ecommerce content.
The Challenge: Great Products, Hidden Online
Arnette is a bold, Gen Z-focused eyewear brand known for its style and sustainability. But even the most distinctive brands can get lost online. Despite having detailed product information—like materials, eco-packaging, and certifications—Arnette wasn’t showing up in search results as often as they should.
The problem? That valuable data was trapped in internal systems. Search engines and AI-powered tools couldn’t “see” it, which meant digital shoppers couldn’t either.
The Bigger Picture
Today, ecommerce is not just about looking good, it’s about being found. With over 26 million online stores competing globally, and AI systems like Google Shopping and voice assistants guiding purchase decisions, your products need to be easily understood by machines. If they’re not, they may as well be invisible.
The Goal
Arnette wanted to increase traffic to their ecommerce site without spending more on ads or redesigning their website. The solution had to come from making better use of what they already had: rich product data.
The Breakthrough
That’s where WordLift came in.
We helped Arnette turn their existing product information into content that search engines and AI tools could actually understand. How? By applying a global data standard called the GS1 Vocabulary, a kind of “universal language” for product attributes used by marketplaces, retailers, and AI assistants.
In simple terms: we taught Arnette’s product pages to speak the same language as search engines.
Suddenly, details like UV protection, recycled packaging, or lens materials weren’t just tucked away—they became powerful, machine-readable content that improved product visibility across digital touchpoints.
The Results
Without changing a single page design or launching a new campaign, Arnette saw an 11.4% increase in organic clicks to their product pages.
The improvement came purely from making their existing data easier to find, trust, and act on. We tracked this uplift across a test group and benchmarked it against a control group to confirm the impact.
“With this technology, Arnette is now strategically positioned to tackle future challenges and seize new opportunities in the world of eCommerce” – Federico Rebeschini, Head of SEO in Essilor Luxottica
Why It Matters
This isn’t just a win for SEO. It’s a shift in how modern brands compete online.
By structuring their product data using global standards, Arnette is now positioned to:
- Appear more often in relevant search results.
- Share data more easily with marketplaces and retail partners.
- Get ready for new regulations like Digital Product Passports.
- Support smarter, personalized shopping experiences.
And this strategy works beyond fashion. Any brand—with the right foundation—can turn product data into a growth engine.
Looking Ahead
From QR codes in-store to voice assistants at home, product content needs to work across more channels than ever. Thanks to structured data, Arnette now has a scalable way to meet those expectations and grow beyond SEO.
Your Turn
Arnette’s success shows that growth doesn’t always require big changes. Sometimes, it’s about unlocking the value you already have.
Ready to unlock hidden growth in your own product data? Let WordLift help you turn what you already have into measurable results. Book a free consultation now.
5 Common Questions Business Leaders Ask About the GS1 Vocabulary
1. What is GS1 Vocabulary and how does it work?
The GS1 Vocabulary is a global standard set of detailed product and business-related properties that ensures product information is described consistently and accurately across various systems and regions. It provides hundreds of specific attributes, helping businesses present comprehensive product details that are both consistent and easily understood by search engines, partners, and customers.
2. How does GS1 Vocabulary improve SEO for ecommerce businesses?
By using GS1 Vocabulary to structure product information, businesses provide richer, more accurate data that search engines can interpret more effectively. This improved clarity leads to better ranking, increased organic traffic, and ultimately higher conversion rates. In Arnette’s case, this approach resulted in a 11.4% increase in organic clicks.
3. Can GS1 Vocabulary be integrated with my existing PIM system?
Yes, GS1 Vocabulary is highly compatible with Product Information Management (PIM) systems. It allows businesses to map virtually every data field in their PIM to a specific GS1 property, ensuring no crucial data is omitted and everything is aligned with global standards for consistency and clarity.
4. What industries can benefit from implementing GS1 Vocabulary?
While Arnette’s success story is based in the fashion industry, GS1 Vocabulary is equally beneficial for other sectors such as electronics, fast-moving consumer goods (FMCG), health, B2B, and beyond. Any industry that relies on accurate product data and aims to optimize its online presence can leverage GS1 Vocabulary to enhance product visibility and improve customer engagement.
5. What are Digital Product Passports (DPPs) and how does GS1 Vocabulary support them?
Digital Product Passports (DPPs) are digital identifiers that provide consumers with comprehensive product information, such as sustainability details, certifications, and manufacturing processes. The GS1 Vocabulary is a key enabler of DPPs, helping businesses meet emerging regulations and consumer demands for transparency, while also allowing for richer, context-aware experiences across different touchpoints in the customer journey.
