A digital marketing strategy is the path to profitability. Optimum7 can help you set the right goals, offer and implement creative and technical strategies, and use data and analytics to review and improve your business’s performance.
Posterazzi sells posters, prints, and framed wall art online. The catalog covers entertainment, sports, and photography, and most shoppers arrive either hunting one specific image or browsing a subject, then work through size and framing before they buy.
That catalog runs to roughly 100,000 products, built up over years of orders and customer records, and indexed across close to a million URLs. Migrating it to Shopify meant the historical data had to transfer without loss, the ranking equity sitting in those URLs had to carry over, and shoppers had to keep finding artwork the way they always had.
Move Posterazzi from BigCommerce to Shopify without losing the order history, the rankings, or the browsing paths customers already used. On top of the migration itself, the new storefront had to carry three things the old one lacked: search and filtering deep enough for the catalog size, a cleaned-up product content layer, and a Poster & Frame Preview tool that showed customers artwork at a chosen size and in a chosen frame before they ordered.
The BigCommerce store had to keep taking orders throughout. That ruled out a single cutover: products, customer records, and order history moved through staged imports, with each batch validated before the next ran, and a final sync at launch to capture every transaction placed during the migration.
Posterazzi’s organic traffic sat on a large network of product, category, and content URLs. Mapping the migrated catalog to its Shopify equivalents was the straightforward half. The harder half was the legacy product URLs that fell outside that catalog and still pulled search traffic.
Customers come to Posterazzi from several directions: a subject, a style, an entertainment category, or a search for one specific piece of art. At 100,000 products, Shopify’s native search could not narrow the results with the speed or precision that kind of browsing needs.
Picking the art is the easy part. A customer still has to settle on dimensions, presentation type, frame style, and frame color, and none of that is easy to judge from a flat product image. The store needed to render those combinations on screen while keeping the poster and the frame as separate line items in the cart and separate units in inventory.
We moved products, customer records, order history, and site content through staged imports, checking each batch before the next went out, with a final gap import to pull in every transaction placed on BigCommerce while the migration ran.
URL work happened in parallel. Migrated product, category, and content URLs got 301 redirects to their Shopify destinations. The legacy product URLs that fell outside the migrated catalog were kept resolving on BigCommerce under a separate arrangement, preserving that search traffic without a wholesale redirect.
The migrated catalog and site content live on the new Shopify homepage.
We built the approved UX/UI designs out as a responsive Shopify theme for desktop and mobile. Navigation and page hierarchy follow how the catalog is actually organized, so a customer browsing by subject and a customer hunting one specific poster both land somewhere useful.
The responsive Shopify storefront on mobile.
On the legacy BigCommerce product page, customers selected a poster size and reached framing through a separate “Add a Frame or Canvas!” action. The new Shopify product page brings Art Print, Canvas Print, and Framed Print into the main configuration panel, where customers compare presentation types, sizes, and black, white, or wood frames while the preview updates with each selection.
Frames are added to the cart as separate products, keeping their pricing and inventory distinct from the poster. AI-generated room mockups place the finished artwork in interior settings based on selected styles and color palettes, giving customers more context before purchase.
Legacy BigCommerce product page.
New Shopify product page with the Poster & Frame Preview: presentation type, size, and frame color.
Elasticsearch handles search and filtering. Filters apply through AJAX, so a result set narrows in place instead of reloading the page each time, and autocomplete surfaces matches as the customer types.
The admin side got the same treatment. Merchandisers configure which filters appear, push bulk changes through CSV, and webhooks keep the search index in step with the catalog as product data changes.
Elasticsearch-powered search with AJAX filtering across the catalog.
Product titles, descriptions, keywords, and metadata went through an AI-assisted optimization pass before anything moved to Shopify. Running it pre-migration meant the catalog arrived on the new platform already normalized, with no cleanup pass needed afterward across 100,000 live products.
AI-assisted product content on the Shopify product page: titles, descriptions, and metadata.
Customers can now work through size, presentation type, and framing on the page instead of guessing from a flat product image. Search behaves the way it has to at this catalog size, narrowing a result set in place and pulling up one specific piece of art from a few typed characters. Internally, merchandising, filter configuration, and product content all live in a single admin, and the search index keeps itself current through webhooks with no manual reindexing.
The custom functionality sits on top of a standard Shopify build. Posterazzi can add presentation types, open up new frame options, or grow the catalog without another replatform, and with the migration behind it, the next round of investment goes into the storefront itself.
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A digital marketing strategy is the path to profitability. Optimum7 can help you set the right goals, offer and implement creative and technical strategies, and use data and analytics to review and improve your business’s performance.