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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
Primary Address
100 Pier 1 Place
Fort Worth, TX 76102
USA

Pier 1 Imports, Inc. Contacts

Contacts (5/15)
Name Title State
Alex S. President & Chief Executive Officer TX
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (817) 878-8000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 100 Pier 1 Place
Fort Worth, TX
76102
USA

Andy L. Senior Vice President & Chief Information Officer TX
Cathy D. Executive Vice President, Merchandising TX
Greg H. Executive Vice President, Human Resources TX
Eric H. Executive Vice President, Marketing TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Pier 1 Imports, Inc. ********
CargoKids *
Loft 21 *
Modern Craftsman *
Scalandia *

Agency Relationships


Brand Agency Service From To
**** * *******, ***. *** media buying & planning 2004 present
**** * *******, ***. *** ******** *****, ***. AOR - creative unknown present
**** * *******, ***. ********* Digital 2016 present

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DailyVista

Direct Response, Digital Opps: Pier 1 Imports to continue evolving media mix


Subject: digital marketing, catalog, print, market research

Company: Pier 1 Imports, Ft. Worth, Texas-based homegoods retailer with more than 1,000 locations in the US, Canada and Mexico.

Opportunity: CEO Alex Smith said during the Q2 earnings call that Pier 1 marketing is “becoming more sophisticated” and meeting with positive customer response. He mentioned that the media mix has been evolving, with greater emphasis being placed on digital, social and e-mail. Like we told you in April (more here), Pier 1 is also expanding its direct mail program with increases in page counts and circulation of around 25% this year. This is all part of the strategic priorities laid out last fall, and Pier 1 continues to refine and bolster its marketing strategies and leverage customer data to create a more personalized experience. 

Overall, Smith seemed pleased with Pier 1′s current marketing strategies, saying “[y]our product has to be spot on, your marketing has to be spot on, but I don’t see any weakness in what we’re doing.” Therefore, continue to look for direct response, print, digital, social, loyalty, e-mail and e-Commerce opportunities. According to The List, Omnicom’s OMD handles media buying and planning. 

Additional Insight

Direct Mail Plans: For holiday, Pier 1 is introducing a new decorating look book to complement its November mailer. This look book will will position Pier 1 as the “go-to-destination” for holiday. This is the third large format book Pier 1 will release this year (in addition to Outdoor Living and Indoor Living).

Merchandising Strategy: Fiscal 2016 merchandising strategies include “aggressive” plans to grow the company's key categories and top collections, as well as entries into new categories (at least two new furniture segments). Pier 1 will offer a broader selection of outdoor furniture and textiles, increase the breadth and depth of its holiday assortment and place greater emphasis on “harvest” tabletop and decor.   

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).   

TV Breakdown: 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.tv.

Digital Breakdown: Per Moat, Pier 1 has run 18 standard display ads on 1,759 publishers so far this year (<1% mobile). Top ad destinations include  diynetwork.com, hgtv.com, popsugar.com, frontdoor.com and greatergood.com. Note that ads in 2015 have been running since mid-May (with increasing frequency). 

For the same period 2014, 24 creatives were run on 162 publishers (<1% mobile).  2014′s top destinations included: glam.com, newsherald.com, onetravel.com and suntimes.com.

Pier 1 Imports 
100 Pier 1 Pl.
Fort Worth, TX 76102
(800) 245-4595

Eric Hunter 
Executive Vice President, Marketing
(800) 245-4595
ehunter@pier1.com

Stacey Renfro 
Senior Vice President, e-Commerce (promoted in April 2015)
(800) 245-4595
srenfro@pier1.com

Susan Rodgers 
Director, Direct Marketing
(800) 245-4595
SCRodgers@pier1.com