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Pier 1 Gets E-Commerce Up And Really Running

Friday August 24th, 2012 - 11:29AM


Pier 1's New Home Page

Pier 1 Imports, Inc. has officially launched its redesigned e-commerce enabled website, Pier1.com. The retailer stated that the updated website launch supports its strategic evolution into a multi-channel retailer with an enhanced online presence and e-commerce functionality.

The launch comes with a slogan associated: “Now more ways to get the things you love at Pier1.com.”

Wedbush Morgan analyst Joan Storms said the retailer's recent online experience bodes well for the launch of full e-commerce capabilities.

“In particular, unique visitors to the site are up 20% from last year, to nearly 1 million per week,” she related in a research note. “Browsing time on the website continues to increase and customers are checking merchandise availability at their local stores. Beyond near-term incremental sales opportunities, we see longer-term opportunities through category expansion and new product development. For example, the company currently does not have a presence in soft home— bedding, towels, windows— as it does not have enough room in stores to adequately represent these categories. We also believe Pier 1 could have a gift registry business and a kids business, which it used to be in previously. The company’s four-year goal is for Pier1.com to contribute at least 10% of sales."

Website visitors can purchase online at Pier1.com and have their selections shipped anywhere within the continental United States. Customers still can use Pier 1 To-Go, which launched in June 2011, a web service that allows customers to pay for selected product offerings online and pick them up at their local U.S. Pier 1 Imports store. The ship-to-store option offers free shipping.

Pier 1 flipped the switch on the updated website at the end of July to check its fully enabled functionality. In addition to offering the Pier 1 To-You functionality and convenience, the new site allows for easier navigation of the company’s product assortment, while maintaining Pier 1 Imports’ treasure hunt sensibility, the company said. Site visitors will discover design and décor inspirations, particularly in the site’s newly unveiled Get Inspired and Learn How editorial content sections, Pier 1 noted.

“We are extremely delighted with the successful launch of our new e-Commerce enabled website, Pier1.com, which allows customers to shop our unique array of merchandise while selecting the shipping destination of their choice,” said Alex Smith, president and CEO. “The launch is a direct result of the hard work and dedication of our associates throughout the entire organization, as well as the commitment of our external business partners, who together played an integral role in the superior execution of this project."