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Pier1 Imports continues in-store traffic push via timely mobile campaignBy
The company is running expandable and audio banner ads within Pandora’s iPhone application. Pier1 has run seasonal mobile ads within Pandora before.
“It is valuable for a retailer to run ads for consumers to click and browse their mobile site, even to encourage foot traffic in the stores,” Ms. Troutman said. “There are a few action items that would help this process be even more successful.
“First, by allowing the users to go to a landing page for a specific set of products with a store locator also attached to the landing page would allow for less browse time and more on the spot interest,” she said. “Secondly enabling a mobile cart would be a very important added benefit as well to encourage quick purchases; the addition of reserving your item online to pick up at a later date is a good addition to their site.
“Finally, having a coupon that is a part of the ad, allowing consumers to click through, see the offer – if compelling enough producing higher foot traffic – and redeem at the store through a coupon code.”
Ms. Troutman is not affiliated with Pier1. She commented on her expertise on the subject.
Pier1 did not respond to press inquiries.
For its new campaign, Pier1 is revving up consumers for the upcoming spring season.
The Pier1 audio and expandable mobile ad reads “Welcome to Springville. Take the scenic route.”
The Pier1 mobile ad
When consumers tap on the mobile ad, they are redirected to the company’s mobile-optimized page where they can view the company’s seasonal products
From there, users can also browse for products by category such as seasonal, candles and fragrance, dining, gifts, home accents and décor, home textiles and furniture.
Additionally, consumers can also search for a specific product or find the nearest store where they can buy the goods.
Although the initiative is not commerce-enabled, consumers are able to find the nearest location where they can buy the product they are looking for.
This is not Pier1’s first foray into mobile.
Recently, Pier 1 ran an ad campaign on Pandora to promote an in-store sale on summer-related items such as outdoor furnishings. Consumers could click through to a mobile-optimized Web site to learn more about individual items (see story).
Last year, the company ran expandable mobile ads within Pandora’s iPhone app that led consumers to a mobile-optimized page where they could shop seasonal products, as well as other goods (see story).
“Overall, it is definitely a benefit at this stage in mobile for any retailer to promote their products through a highly trafficked site like Pandora for click-throughs and eyeballs on their brand, making sure the experience is a good experience will allow continued click-throughs as the ads change out over time,” Ms. Troutman said.
Rimma Kats is associate editor on Mobile Commerce Daily, New York
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