Pier 1 Imports, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Fort Worth, TX, Pier 1 Imports, Inc. is a retail chain offering furniture, candles and home decor. Pier 1 works alongside it's product development team and designers to import decorative home furnishings.
|Main Telephone||(817) 878-8000|
|Main Fax||(817) 252-8174|
Pier 1 Imports, Inc. ContactsContacts (5/14)
|Alex S.||President & Chief Executive Officer||TX|
Sample of Associated Brands
|Cathy D.||Executive Vice President, Merchandising||TX|
|Greg H.||Executive Vice President, Human Resources||TX|
|Eric H.||Executive Vice President, Marketing||TX|
|Stacey R.||Senior Vice President, eCommerce||TX|
|Pier 1 Imports, Inc.||********|
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Spring 2016 Opps: Pier 1 returning to TV, will continue digital, email, social strategies
Subject: digital marketing, catalog, print, market research
Company: Winmo), Ft. Worth, Texas-based homegoods retailer with more than 1,000 locations in the US, Canada and Mexico.
Opportunity: In the Q3 earnings call, CEO Alex Smith said that Pier 1′s “task at hand” was to drive incremental customers to the brand. This, he believes, can be accomplished through a :combinations of strategic and tactical marketing initiatives.” Pier 1 has spent the last year refining its media mix (more here), which has included the increase of catalog circulation and enhancement of digital, social and email strategies. However, Smith said it is “clear” that Pier 1 needs to restimulate casual shopping traffic by adding mass media back to the mix.
In fiscal 2017, Pier 1 intends to rebalance marketing spend with the dual objective of retention and frequency increases from our known customer and growth in new customers. This means the company will continue to execute “innovative” strategies around digital, social and email, but they will also be focusing on “re-exposing” the brand to a broader audience through mass media. Sellers, this specifically means that Pier 1 will return to TV in the spring, so reach out now in order to secure any potential dollars.
e-Commerce Success: eCommerce remains strong, especially direct to customer, which grew by 29% in Q3. Smith notes, however, that no matter how much e-Commerce grows, it will never displace brick-and-mortar shopping experiences, especially the home furnishings category. The optimization of e-Commerce and the shopper’s omni-channel experience comes just after Pier 1 promoted Stacey Renfro to SVP of e-Commerce in April.
Media Spend: According to Kantar Media, Pier 1 spent $46 million on measured media in 2014 (a 41.8% increase from 2013′s $32.4 million). The majority of this is allocated to broadcast spend ($35.8 million). Last year, print spend totaled $5.8 million, while digital received only $3.4 million (expect a larger percentage to be dedicated to digital in 2015).
True to Smith's announcement that Pier 1 would shift from TV to direct mail, Pier 1 has spent no money on national TV ads so far this year (according to iSpot). However, in 2014, Pier 1 spent $26.9 million on national TV ads (see charts for channel/show targeting). Smith did not specify if 2016 spend would reach 2014′s levels, but there will definitely be some dollars on the table.
Digital Breakdown: Per Moat, Pier 1 has run 52 standard display ads on 3,362 publishers so far this year (<1% mobile). Top ad destinations include hgtv.com, bhg.com, diynetwork.com, popsugar.com and frontdoor.com (20% of these were placed site direct). The company ran 63 high impacts ads and no video ads in 2015. Note that ads in 2015 have only been running since mid-May (with increasing frequency).
For the same period 2014, 54 creatives were run on 860 publishers (<1% mobile). 2014′s top destinations included: glam.com, newsherald.com, onetravel.com and suntimes.com (19% of these were placed site direct). Pier 1 also ran 66 high impact ads in 2014, but no video ads.
100 Pier 1 Pl.
Fort Worth, TX 76102
Executive Vice President, Marketing
Senior Vice President, e-Commerce (promoted in April 2015)
Director, Direct Marketing