Marlow White Uniforms

Marlow White has outfitted service members for generations. Customers arrive with regulations to follow, deadlines to meet, and pride in getting every detail right. The website has to guide confident selection, show current stock, and handle intricate pricing without slowing anyone down.

SwiftOtter partnered with Marlow White to focus on the moments that create trust. We streamlined how people choose components, surfaced live inventory where it matters, and simplified the rules that power ribbons and medals. The result is a calmer buying journey for military personnel and a site the Marlow White team can run with confidence.

The Challenge

High-stakes purchases with complex rules and unclear stock signals

Uniforms and awards require precise choices across branches, sizes, devices, and exclusions. Many shoppers needed reassurance before committing, and the team fielded frequent stock and configuration questions. Inventory lived in Microsoft Dynamics GP while shoppers lived in Magento, and awards pricing drew on rules that were hard to maintain at speed. The opportunity was clear, make configuration feel like working with a knowledgeable outfitter and put live answers on the page.

The Vision

We set out to create a guided experience that feels like working with a knowledgeable outfitter. Product pages would present options in the order customers decide, with plain-language labels and validations that prevent conflicts. Awards, ribbons, and devices would preview cleanly, and totals would update in real time so every choice feels confident.

Operations would feel lighter as well. Dynamics GP inventory would sync to Magento Multi-Source Inventory so PDPs, carts, and key listings show accurate quantities and low-stock cues. Pricing rules for awards would live in a structured store that returns results instantly and is simple for the team to update. Search and lifecycle messaging would support customers before and after purchase, from discovery to fit checks.

The Solution

We started by connecting the store to a single source of truth so answers show up on the page. The inventory system now syncs directly with the catalog, which puts accurate quantities and clear low-stock cues on product pages, in the cart, and across key listings. Customer service spends less time checking availability and more time helping customers finish with confidence.

Next, we shaped the way choices are made. Uniform and medal pages guide selection in the order people decide. Labels are plain language, helpful tips appear in context, and validations prevent conflicts before checkout. For awards and ribbons, we built a structured rules engine that compiles award types, devices, exclusions, and pricing. It returns results in milliseconds, updates totals as customers configure, and lets the team adjust rules without touching code.

We also made it easier to find the right item and feel supported after purchase. Site search is tuned to how service members look for things, by branch, award name, or device, so results feel relevant. Lifecycle messages cover fit checks, reorders, and service updates, which reduces back-and-forth and builds confidence.

Finally, we tightened performance and reliability. Templates were refined, media delivery was optimized at the edge, and monitoring keeps an eye on load so image-heavy pages stay quick and stable during peak demand.

Feature Highlight: Awards Builder

Build a regulation-ready rack with live pricing and instant preview

Service members deserve precision and clarity. Marlow White's Awards Builder prevents common mistakes, reflects live pricing, and shows exactly how a rack will look before purchase.

How it works

1. Choose branch
   Select Army, Navy, Marine Corps, or Air Force and branch-specific rules load automatically.
2. Choose awards
   Search by name, filter by color bars or devices, and add awards with a click. Device options like oak leaf clusters appear in context.
3. Preview and customize
   Adjust alignment, rows per rack, and spacing. Toggle between ribbons, mini medals, and full-size medals while images and pricing update in real time.
4. Validate and add to cart
   Conflicts are flagged before checkout and subtotals stay visible so costs are always clear.
5. Save and return
   Signed-in customers can save a rack, come back later, or share details with customer service.

For ceremonies, inspections, and milestones, this feels personal and steady. The tool subtly enforces the regulations, so people can focus on their story. Shoppers can see their rack exactly as it will be worn, and check out with confidence, while the team spends less time on back and forth and more time helping customers look their best when it counts.

The Results

Customers finish more orders with confidence. Stock is visible before they commit, uniform options feel natural to choose, and awards pricing updates as they configure so there are fewer surprises at checkout. The team spends less time on availability questions and more time helping people get every detail right.

• Accurate stock on product and category pages reduces “is it available” contacts
• Live preview and instant pricing in the Awards Builder cut errors and restarts
• Guided uniform pages improve follow-through from browse to add to cart
• Search and thoughtful follow-up keep customers informed before and after purchase

Together these changes turn a complex purchase into a clear, supportive experience and give the team a platform they can trust as needs evolve.