The Cawley Co.
Delivering a customized ecommerce experience for a D2C market
PlatformKentico 13 MVC
DurationOngoing since 2019
The Cawley Co. has been manufacturing name badges for hundreds of companies around the globe for more than 40 years. Initially a B2B business, The Cawley Co. team was excited to turn their attention to the D2C market with a go-to-market strategy for their new ecommerce arm, Namebadges.com. The owners, marketing, accounting, and fulfillment teams were all involved in reimagining the customer journey. This cohesive approach led to a dynamic, personalized web experience anchored by a slick product configuration tool. In addition, we continue to leverage digital marketing tactics to reach new audiences and engage current customers, increasing revenue and breaking sales records year after year.
Offer the same customization online as offlineProduct configuration is paramount. Each order, name, shape, and delivery option are unique.
Maintain quality and service standardsCawley has a reputation of going above and beyond for their customers. This can not be sacrificed.
Continually grow new and returning revenueFind sustainable ways to engage with audiences, retain customers, upsell products, and increase LTV.
Deploy a new website and product configuratorWe kept the customizable nature of this product at the forefront of our strategy. The website had to serve as a sales tool, offering clear CTAs, and giving access to the product configurator, which had to work as a design tool and shopping cart from over a dozen entry points.
Refine fulfillment, back-end, and support proceduresWorking with the operations team, we helped identify products that would sell best online and created a new SKU system. We then helped their team create a sustainable fulfillment process supporting online and offline sales procedures—a real win/win for both customers and team members.
Deliver personalized shopping experiencesTo better connect with users, we implemented personalization tactics that display different online experiences for new and returning users. New users are more formally introduced to the company and its products, whereas returning users are directed straight into a reordering funnel.
Manage acquisition campaigns across multiple channelsOver the last three years, we have increased revenue tenfold and continue to break previous monthly sales records. To increase interest and encourage reorders, we use automated email campaigns, run targeted ads on search and social, and evolve SEO strategies based on market changes.
- Digital Experiences
- Digital Marketing
- Maintenance & Support
Namebadges.com has seen an incredible amount of digital sales—becoming the name for name badges both online and offline since 2020.
Ecommerce SupportFrom product changes and configurator updates, to production and fulfillment support, our ecommerce consultants are available to make change as they arise.
Digital MarketingSearch engine optimization tactics and PPC advertising is being utilized to increase market reach, while personalization and email marketing tactics are increasing customer engagement.
Continued MaintenanceThis website is maintained and supported by our ecommerce specialists to ensure the site is up-to-date, integrations are functioning correctly, and retail data is received.
[Case Study] Reimagining a manufacturing sales process for a D2C market
Many companies face the same challenges when transitioning their sales process to a D2C market. With a new market, comes new strategies to deliver custom products.
A branding case study for a new D2C ecommerce company
Branding is a vital part of your digital strategy. The following case study highlights the branding process for Bilberry West, our new direct-to-consumer ecommerce business.
Do you know your customer journey? (What it is & why it matters)
PODCAST: S2:E3 — If you are not sure, you need to put pen to paper. It is vital that you understand the different types of customers that are purchasing your product, how they interact with your sales process, and what type of support they need.