Premiere Marketing Delivers for Superfans at Scale with BigCommerce

SOLUTION

Streamlining product creation for rapid launches.

With thousands of new SKUs to manage, many of them one-of-a-kind, Premiere needed a faster, more consistent way to launch products. Previously, the process had been highly manual and time-consuming, especially for campaigns involving signed books or memorabilia with variant signatures, colors, or formats.

To speed things up, the team began using product templates and internal tools to automate setup across categories. “Books are one thing, because it's consistently an author signing the product,” explained Jay Green, CEO of Premiere Marketing. “But you get into vinyl, and a lot of times it’s a band. It’s signed by certain members. So having templates we can drop these into has really allowed us to scale from that 600 SKUs up to 15,000 somewhat seamlessly.”

Together, these improvements helped Premiere launch more efficiently, especially as the business shifted from steady inventory to campaign-driven drops that needed to go live quickly and look polished from day one.

Empowering the team with Page Builder.

As Premiere’s catalog grew, so did the need for custom landing pages, often tied to time-sensitive book launches, vinyl drops, or memorabilia campaigns. But building those pages used to depend entirely on the developer team, creating bottlenecks during high-volume periods.

That changed with BigCommerce Page Builder.

“I used to think, ‘I’ve got to go to the developer to get this page done,’” said Joel. “Now we’re all pretty hands-on. We’re customizing pages, building them, and I’d say three or four of us on the team are actively involved in page creation, product setup, and category building every day.”

Page Builder gave the marketing team the ability to create and manage pages independently, without touching code. That not only freed up developer resources but also made it easier to move fast on new opportunities, test ideas, and update campaigns in real time.

“Now our developer only steps in if we need a custom integration or something very specific for a campaign,” Joel said. “Otherwise, we’re able to move quickly and make changes ourselves.”

Customizing the experience for scale and trust.

Beyond day-to-day usability, Premiere has heavily customized its BigCommerce site to support a complex product catalog, add new revenue opportunities, and build trust with collectors.

One key feature is JSA Authentication, a third-party service that verifies the legitimacy of autographs. Premiere integrated this as a cart-level add-on so customers can pay for authentication during checkout.

The team also implemented gift wrapping, post-purchase upsells, and bundled offers using native and third-party tools. These enhancements help elevate the user experience while increasing average order value.

On the backend, Premiere built a custom integration between BigCommerce and NetSuite using Celigo. This setup allows real-time inventory sync, automated order routing, and accurate pre-order handling.

The team also built logic to handle special cases like delayed authentication or split shipments. “If someone selects JSA authentication, we can’t release it until that happens,” Joel explained. “We had to create a whole separate flow just for that.”

From customer experience to fulfillment, Premiere has turned BigCommerce into a fully customized engine. One that supports rapid growth while preserving the trust and exclusivity its customers expect.