two employees, one with apron, wear name badges that were purchased via ecommerce

The Cawley Co.

Delivering a customized ecommerce experience for a D2C market


Manufacturing, Ecommerce


Kentico 13 MVC


Ongoing 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, 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 offline

Product configuration is paramount. Each order, name, shape, and delivery option are unique.

Maintain quality and service standards

Cawley has a reputation of going above and beyond for their customers. This can not be sacrificed.

Continually grow new and returning revenue

Find sustainable ways to engage with audiences, retain customers, upsell products, and increase LTV.
Web design name badge builder on tablet for
Web design on mobile for


  1. 01.

    Deploy a new website and product configurator

    We 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.
  2. 02.

    Refine fulfillment, back-end, and support procedures

    Working 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.
  3. 03.

    Deliver personalized shopping experiences

    To 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.
  4. 04.

    Manage acquisition campaigns across multiple channels

    Over 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
  • Ecommerce

Summary has seen an incredible amount of digital sales—becoming the name for name badges both online and offline since 2020.


Increase in sales
Website conversions rate
Sessions from PPC
Email conversion rate
* Over a three year period

Stellar support...

We continuously work with The Cawley Co. team to evolve their customer experiences and support long-term growth.

Ecommerce Support

From product changes and configurator updates, to production and fulfillment support, our ecommerce consultants are available to make change as they arise.
read more about Ecommerce Support

Digital Marketing

Search engine optimization tactics and PPC advertising is being utilized to increase market reach, while personalization and email marketing tactics are increasing customer engagement.
read more about Digital Marketing

Continued Maintenance

This 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.
read more about Continued Maintenance

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