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 (5/15)
|Alex S.||President & Chief Executive Officer||TX|
Sample of Associated Brands
|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|
|Pier 1 Imports, Inc.||********|
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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.
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
Executive Vice President, Marketing
Senior Vice President, e-Commerce (promoted in April 2015)
Director, Direct Marketing