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Pier 1 peers out at more e-commerce expansion
Pier 1 Imports Inc. has added a major new section to its e-commerce site. On Aug. 28 Pier 1 launched an updated version of Pier1Kids.com, which sells affordable furniture for kids pre-school through high school.
Pier 1 Imports Inc. has added a major new section to its e-commerce site.
On Aug. 28 Pier 1 launched an updated version of Pier1Kids.com, which sells affordable furniture for kids pre-school through high school.
Previously customers couldn’t shop online at Pier1Kids.com. Now the new section on Pier1.com enables Pier 1 Kids shoppers to place and complete transactions, use an interactive gifts registry and read through an electronic version of the Pier 1 Kids catalog.
The new section carries about 1,600 total SKUs, says Pier 1 director of strategic marketing Mike Foulkes. Pier 1 Kids is a wholly owned subsidiary of Pier 1, No. 298 in the Internet Retailer Top 500 Guide to Retail Web Sites that is now being further integrated into the company’s operations in order to maximize business efficiencies, the company says. Pier 1 acquired Cargo Furniture from Tandycrafts Inc. in 2001 and has since renamed it Pier 1 Kids. Pier 1 operates about 40 Pier 1 Kids stores, primarily in the Southeastern U.S., and branching up the East Coast to the Washington D.C. area and New Jersey.
With the new Pier1 Kids section on its e-commerce site, the multi-channel retailer now has a better way to target shoppers of juvenile and casual furniture. “Previously the Pier 1 Kids brand was limited to a regional chain of stores and the web site was not commerce-enabled,” Foulkes says. “Now we have a consolidated platform and e-commerce will help us extend the Pier 1 Kids brand online and attract more new and repeat shoppers.”
To promote its new Pier 1 Kids section, Pier 1 will work on paid search engine marketing campaigns with Range Online Media, a digital marketing firm with offices in New York and Fort Worth, Texas. The retailer will poly-bag Pier 1 Kids and Pier 1 catalogs in upcoming mailings and promote Pier1Kids.com to its opt-in e-mail marketing list of more than 3 million names. “Right now Pier 1 carries over 5,700 SKUs online,” says a Pier 1 spokeswoman. “By mid-October, we estimate there will be just over 1,600 Pier 1 Kids SKUs available online, making up about 22% of what Pier 1 offers online.”