Executive Briefings

Most Recent Foray Into E-Commerce May Be a Winner for Pier 1

After a successful nationwide soft launch of its new buy-online/pick-up-in-tore program, Pier 1.2Go, the retailer will begin actively marketing its capability.

"As expected, our preliminary data shows us that the average ticket and units per transaction for orders placed online are higher than the company average," said Pier 1 CEO Alexander Smith. "Once the customer comes into the store to pick up and pay for their Pier 1.2Go selections, they are adding additional items to their basket, which tells us there is significant upsell potential once the customer is in our stores."

Smith added that Pier 1 is on track for a summer 2012 launch of its e-commerce enabled website, Pier 1.2You, which will allow customers to order products online and choose from among multiple delivery options.

The retailer's belated move into multichannel retailing follows an earlier exit from the e-commerce channel in 2007.

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After a successful nationwide soft launch of its new buy-online/pick-up-in-tore program, Pier 1.2Go, the retailer will begin actively marketing its capability.

"As expected, our preliminary data shows us that the average ticket and units per transaction for orders placed online are higher than the company average," said Pier 1 CEO Alexander Smith. "Once the customer comes into the store to pick up and pay for their Pier 1.2Go selections, they are adding additional items to their basket, which tells us there is significant upsell potential once the customer is in our stores."

Smith added that Pier 1 is on track for a summer 2012 launch of its e-commerce enabled website, Pier 1.2You, which will allow customers to order products online and choose from among multiple delivery options.

The retailer's belated move into multichannel retailing follows an earlier exit from the e-commerce channel in 2007.

Read Full Article