Pier 1 Imports: Bringing Worlds Together
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METHODOLOGY Primary [1] Survey (100+ respondents) [2] One on One Interviews (10) [3] Ethnography (Two Pier 1 Imports locations) [4] Pier 1 Imports rep. (Chelsea) Secondary [5] Ibis World [6] Mintel [7] Pier 1 Imports Facebook page Finish Brought in large and small shipping crates, harbor lights and a globe to set the presentation stage. HISTORY In 1963, Pier 1 Imports was founded as a traditional import house. They imported unexpected products to America. In fact, 80% of their merchandise is imported. MISPERCEPTION 64% of consumers believe Pier 1 Imports gets their products from either mass production factories or large warehouses in the U.S. ASSIGNMENT Create an integrated campaign revitalizing Pier 1 Imports. Colin Beirne
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The Campaign reviltalizng the brand
Transcript of Pier 1 Imports: Bringing Worlds Together
METHODOLOGYPrimary[1] Survey (100+ respondents)[2] One on One Interviews (10)[3] Ethnography (Two Pier 1 Imports locations)[4] Pier 1 Imports rep. (Chelsea)
Secondary[5] Ibis World[6] Mintel[7] Pier 1 Imports Facebook page
FinishBrought in large and small shipping crates, harbor lights and a globe to set the presentation stage.
HISTORYIn 1963, Pier 1 Imports was founded as a traditional import house. They imported unexpected products to America. In fact, 80% of their merchandise is imported.
MISPERCEPTION64% of consumers believe Pier 1
Imports gets their products from either mass production factories or large warehouses in the U.S.
ASSIGNMENTCreate an integrated campaign revitalizing Pier 1 Imports.
Colin Beirne
PROBLEMPier 1 Imports has confused their brand identity by trying to own both mass and niché appeal. Therefore becoming a conformist brand.
They have led their customers to false perceptions of their PRICE and QUALITY.
BUSINESS OBJECTIVES
Clarify consumer perceptions
Own a clear identity
Amplify the brands personality
POSITIONPosition Pier 1 Imports against mass retailers based on unique, hand-crafted offerings and affordability.
TARGET: Debbie Treasure Seeker
16.8 Million
35-54 y/owomen
HHI:60K+Starting a home or
redefining it
On a budget but wants a niché find
Intellectually curious but conceptionally inspirational
The hunt of shoppingexcites Debbie
[1]
[2]
[3]
Colin Beirne
INSIGHTConsumers leave Pier 1 Imports with UNPLANNED INSPIRATION and IDEAS.
COMMUNICATION OBJECTIVEDrive increased traffic in a way that will increase customer loyalty for the brand.
CAMPAIGN PERSONALITYThrill of the hunt, surprise and discovery. The feel of the Anthropologie store layout meets Kashi’s “7 whole grains on a mission”.
COMMUNICATION STRATEGYThe preferred provider of worldwide adventure and personal discovery.
I love getting lost and seeing what
I find. Every time I buy something I originally didn’t go in
after.
74% of consumer go into Pier 1
Imports and come out with impulse items.
Colin Beirne
INSTORE DISPLAYGPS coordinates will be featured to show the villages where their imports came from.
QR CODESThe barcodes will serve as QR codes that direct customers back to Origin Story videos. The videos spotlight the villages, the people and the making of the products.
PACKAGINGGift box redesign, inspired by shipping crates.
The barcodes represent each product’s unique country of origin.
Colin Beirne
PRINT ADSThe print campaign will run in the Culture and Travel sections of local newspapers to show the actual shipments that are coming to the stores.
Colin Beirne
