Pier 1 Imports – Website Redesign


STRATEGY

Pier 1 Imports is the original global importer of decorative home furnishings and gifts. With over 6,000 constantly changing product SKUs, its online presence needed to be able to keep up with customers looking to better their browsing experience. To help simplify the shopping process, Pier 1 looked to Click Here Labs to help take its existing website into the e-commerce space.

During the first quarter of 2012, Pier 1 announced a five-year growth plan designed to drive sales, further improve profitability and deliver shareholder value. Within five years from site launch, the company’s goal was an online sales contribution of at least 10% of total revenues.

The challenge was clear. To increase sales by engaging shoppers online with a website that has more functionality and a streamlined path to purchase, we had to create an online shopping experience that lets customers discover and explore as they would if visiting their nearest store.

EXECUTION

Our hardest challenge was creating a site that both fits the structure consistent with an e-commerce CMS platform, as well as showcases fun and unexpected site features that would keep our customers coming back. So, to inspire females of all ages and give them a platform to express their individuality, the Pier 1 Imports home page was designed to be a colorful, engaging and inspiring resource that gives ideas and encouragement while letting shoppers continue the hunt for that fun, unexpected find online.

The newly redesigned site allows customers to venture beyond the beige and find ways to express their personalities by adding freshness to their home and life. The site has a simplified architecture to make it easy for customers to find exactly what they are looking for and to give them additional design ideas and encouragement. The intuitive mega-drop-down navigation and expanded search options help our customers navigate the site with ease. Our ultimate goal is to allow customers the chance to discover items online that speak directly to them and to provide them with the fastest and easiest way possible to purchase and receive those items.

Pier1.com has new omnichannel e-commerce functionality as well. Customers are able to choose to have their item shipped to their house, shipped to a friend’s house or they have the option to reserve in-store and pick up the next time they are out of the house.

RESULTS

Pier 1 can now easily implement ongoing updates to their website with fresh photography, home inspiration pieces and social media promotional elements. The company is pleased with the significant progress and accomplishments under the first year of the plan and, as a result, has adopted a new three-year plan that includes increased financial goals and creative additions to the home page.

As we continue moving forward with Pier1.com, the site will be updated with new rooms, new inspirations, new content and new resources that will ensure our customer always has a reason to come back and visit Pier1.com.

Since the relaunch of the site, the company has continued its impressive revenue growth by boosting overall sales and profit. For the fiscal year ending March 2, 2013, total sales for the 53-week period increased 11.2% to $1.705 billion from $1.534 billion last fiscal year. EBITDA (Earnings Before Interest, Taxes, Depreciation and Amortization) growth was in the range of 14% to 18%, and earnings per share in the range of $1.26 to $1.31, representing year-over-year growth of 8% to 12%.

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