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Pier 1 focuses on Internet marketing

FORT WORTH, Texas – Pier 1 Imports spent much of last year restructuring its marketing efforts, and will continue to do so into this new fiscal year with enhanced Web site capabilities, the company said during its annual shareholder meeting today.

“Our Internet marketing is quickly becoming more prominent this year as consumers use the Web to facilitate more of their research for purchasing,” said Marvin Girouard, chairman and CEO. Pier 1 currently has 2 million e-mail subscribers that receive targeted and segmented advertising messages each week.

The retailer is also now utilizing search-engine marketing and traditional portal relationships such as MSN shopping “to help ensure our customers find us through the growing variety of search engines and shopping sites,” he said.

In addition, Pier 1 is running more Internet campaigns using interactive rich media advertisements that have proven “more effective in engaging our customers online.

Although this is a small and growing part of our business, we are encouraged by the success these types of media have for advertising,” Girouard said.

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