Premier Designs embraces complexity with one-of-a-kind B2B2C portal serving over 30,000 jewelers and their customers

Founded in 1985, Premier Designs supplies over thirty-thousand independent jewelers with thousands of products totaling $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. The Premier philosophy has always placed people over profit, and the company attributes its growth to its strategy of building strong, lasting relationships with each individual jeweler and customer. As a mission-driven, multi-level marketing organization, the Premier teams holds themselves to the highest ethical standards. 

A brand experience in need of revival

Until recently, Premier Designs' online presence was limited to a relatively simple web brochure. The site included only essential information about how to work with the company or find an independent jeweler carrying its products. The Premier marketing team was forced to leverage IT resources to make even the simplest updates to the website, significantly impeding growth and speed to market. The team also operated a broadly abandoned partner portal filled with broken and outdated tools for jewelers. 

As a result, Premier jewelers were still conducting a majority of transactions with a cumbersome, paper-driven process that unnecessarily lengthened the sales cycle, inhibited growth, and negatively impacted the brand. While the company 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 for a complete digital transformation and genuinely embraced the initial challenge of digitizing elaborate and inveterate, offline business processes. 

Digitizing the business to modernize the brand

To meet this challenge, Premier Designs worked with Episerver premium partner Luminos Labs, who designed and executed a comprehensive, collaborative project plan including a distinct discovery, design, build, integrate, and deploy phases.

After a series of informative and interactive on-site workshops and deep dive discovery

  • to ensure a complete understanding of Premier's strategic objectives,
  • customer and jeweler needs,
  • defined KPIs and requirements for the new website,

Luminos set to work building a new web presence for Premier Designs on the Episerver Digital Experience Cloud™ for digital commerce.

One product page of the new online shop.

In order to digitize dozens of offline business processes in the management of Premier's massive network of jewelers, the partner completely integrated Episerver with the company's full technology ecosystem comprised of new and existing solutions, including:

  • Microsoft Dynamics 365,
  • Alliance Payment Gateway,
  • ProPay Payment Gateway,
  • Melissa Data Address Verification Service,
  • OneSource Taxware Integration,
  • Episerver Find,
  • Hangfire,
  • and a customer JewelersAPI exposing endpoints to access jeweler data housed in Episerver. 

The new responsive public website includes: 

  • customer routing for personal jeweler microsites,
  • jeweler-specific blocks with personalized data,
  • support for multiple shopping bags for the same customer,
  • and customized discounts based on order type.

Episerver Azure AD login offers employees the convenience of a single sign-on. 

The login of the new partner portal  30.000 jewelers.

The jeweler portal has also been re-built on Episerver with

  • an order dashboard for searching and processing orders,
  • events dashboard for searching,
  • adding and editing jeweler events,
  • personalized pricing,
  • functionality for jewelers to place personal orders,
  • and multiple order types and customer catalogs per order type supported.
  • Jeweler impersonation is also enabled, allowing administrators to place orders on a jeweler's behalf, if necessary. 

Increased efficiency and improved brand image

As a result of this initiative, Premier Designs has deployed an impressive new online experience, matching the quality and beauty of the products it sells. The marketing team can now exercise complete, independent control over the content on the site, enabling them to swiftly deploy more frequent and creative offers and promotions, providing a lift to both top and bottom lines. 

The new online catalog and customer checkout experience provide a true B2B2C experience and allow Premier to increase revenue by selling direct to consumer online. Behind the scenes, the site matches transactions with an appropriate, regionally selected independent jeweler who then manages fulfillment and develops an ongoing relationship with the customer. 

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


Visit the web page

https://www.premierdesigns.com

Implemented by:

Premium partner

Partner contact
Radu Munteanu
radu@luminoslabs.com

Partner contact
Radu Munteanu
radu@luminoslabs.com