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Pier 1 makes itself at home in digital world

BURLINGTON, Mass. — Pier 1 Imports could be in for powerful home sales this holiday season as a result of its investments in its omni-channel strategy.

The company recently revamped its website as well as its mobile commerce site with help from Demandware, a leading provider of e-commerce solutions.

Demandware enables companies to design, implement and manage all aspects of e-commerce. Pier 1 is using the Demandware Commerce platform as its digital commerce backbone to connect consumers to its brand regardless of location, device or channel.

“Our goal at Pier 1 Imports is to provide our customers with the best shopping experience possible, and this includes making it easy for them to find the Pier 1 Imports products they love, no matter where or how they shop,” said Laura Coffey, SVP of business development and strategic planning for Pier 1. “With Demandware, we have an omni-channel digital commerce platform that will allow us to continue to delight and inspire our customers across all channels and devices and provide a consistent brand experience.”

Pier 1’s current omni-channel operations include several Demandware-powered cross-channel shopping experiences. E-commerce Site-to-Store enables Pier 1 consumers to purchase products on the website and pick them up at the U.S. Pier 1 Imports store of their choice, thus avoiding shipping and handling fees. E-commerce Direct Shipping enables consumers to purchase products online, and have them shipped directly to their location of choice within the continental U.S. If they need to return online purchases, they can do so at any Pier 1 Imports brick-and-mortar store. Endless Aisle enables consumers who are shopping at a Pier 1 Imports store to browse and purchase merchandise from the company’s broader selection available online, thus enhancing the customer’s overall shopping experience.

“From the outset of our relationship, Pier 1 Imports stressed that omni-channel operations and time-to-market are critical to its growth strategy,” said Jamus Driscoll, SVP of marketing for Demandware. “The flexible, scalable, omni-channel capabilities included in Demandware Commerce make it the perfect fit for Pier 1 Imports. We’re delighted to add them to our client roster and look forward to working with them to further turn their vision into reality.”

Pier 1 is moving forward with its omni-channel initiative following strong third quarter results that showed a same store sales increase of 7.9%, and which also marked the first full quarter of e-commerce sales results, all of which pleased Pier 1 president and CEO Alex W. Smith.

“The combination of our sizeable store base and e-commerce capabilities provides us with a powerful platform for growth,” stated Smith following the release of the third quarter results. “We are continuing to build out our multi-channel functionality and believe the business is ideally positioned to achieve the goals laid out in our three-year growth plan.”