Blog post

Creating a one of a kind B2B2C digital commerce portal for 30k jewelers on Episerver

October 26, 2017Jake DiMare

On this initiative, Luminos Labs embraced complexity and created a one of a kind B2B2C digital commerce portal for one of the largest single suppliers of independent jewelers in the world with Episerver Commerce.

Founded in 1985, Premier Designs supplies over thirty-thousand independent jewelers with thousands of products to the tune of $200M in annual sales. In spite of these impressive numbers, Premier is tightly focused on making a difference in the lives of stay-at-home moms and single mothers looking for supplemental income. Their philosophy has always placed people over profit, and they grow by building strong, lasting relationships with one jeweler and one customer at a time. They consider themselves a mission-driven multilevel marketing organization and hold themselves to the highest ethical standards.

When we initially met with Premier Designs, their online presence was limited to a relatively simple web brochure. It included essential information about how to work with them or find an independent jeweler carrying their products. Their marketing team was forced to leverage IT resources to make simple updates on the website, significantly limiting growth and the speed of updates.  They also had a broadly abandoned partner portal filled with broken and outdated tools for their jewelers.

As a result, their jewelers were still conducting a majority of transactions with a cumbersome, paper-driven process that added unnecessary time to the sales-cycle, inhibited growth, and had a negative impact on the brand. In spite of the fact they painstakingly redesigned and updated their product lines year after year, they had developed the look and feel of a stodgy, old-fashioned brand, with diminishing cultural relevance.

Premier Designs was ready to take the plunge on an extensive digital transformation, and they embraced the initial challenge of digitizing elaborate and inveterate, offline business processes.

Creating a B2B2C digital commerce portal

To meet this challenge, Luminos Labs designed and executed a comprehensive, collaborative project plan including distinct discovery, design, build, integrate, and deploy phases.

It all began with a multi-day onsite kick-off including a series of informative and interactive, team-building workshops. Including everyone attached to the project on the client and solution partner side, these meetings identified risks and mitigation plans, defined KPIs, and built understanding the capabilities of Episerver.

Following the on-site workshop, Luminos Labs conducted a deep-dive discovery to ensure complete understanding of Premier’s strategic goals and objectives and the needs of their jewelers and customers. This phase included user interviews, focus groups, and internal stakeholder interviews as well as requirements gathering, definition, and analysis.

All of the information gathered in the kick-off and discovery was then leveraged in the next phase to produce a richly complex experience design for both users and customers, as well as detailed technical specifications, a QA plan, and solution architecture.

During build, integration, and deploy our global team of software engineers handled everything from the development of many custom templates in support of newly digitized business process automation in Episerver to integration with Premier’s existing technology ecosystem. Following our Red to Green agile methodology, Luminos engineers selected the features with the most difficult technical risks for the first sprint and had a working prototype for the very first biweekly client review meeting.

At Luminos Labs testing and QA is a continuous aspect of the development process. However, we also conducted extensive QA and User Acceptance Testing before unleashing all of this newly developed technology on Premier’s tens of thousands of independent jewelers. We also prepared a richly detailed training package including documentation and videos.

Results you can measure

Redesigned Premier Designs WebsiteAs a result of this initiative, Premier Designs has deployed an impressive new online experience, matching the quality and beauty of the products they sell. Their marketing team is now able to exercise complete, independent control over the contents of the site. This freedom allows them to deploy more frequent and creative offers and promotions quickly and efficiently, providing a lift to the top and bottom line.

Their all-new online catalog and custom checkout experience makes this site a real B2B2C experience. It allows Premier to increase revenue by selling direct to consumer online. Behind the scenes, it matches transactions with an appropriate, regionally selected independent jeweler who then handles fulfillment and the development of an ongoing relationship with the customer.

In the all-new partner portal, independent jewelers can efficiently manage their relationship with Premier Designs with event scheduling, order management, marketing tools, and a microsite creator.

For more information on this project, please visit our website. It includes more detailed information about the technical challenges associated with this initiative, as well as a list of major features and functionality. If your organization is facing a digital commerce transformation please give us a shout. There’s no cost or commitment for an initial consultation and we’d love to hear from you.

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