Pier 1 typically advertises via cable, newspaper inserts and direct mail, but when the economy was tanking and consumers were not spending, they needed to get some traffic into their stores. So, they made the tough decision to try out search ads. Pier 1 partnered with Google to develop a search term advertising campaign that would drive store sales in select markets. The campaign ran from September 21 – October 11in 59 test and 93 control markets.
The results: In markets where stores were operating on a “performing” basis, the retailer experienced a 2% sales increase and a 300% return on advertising spent. In areas where same store sales were declining, the retailer experienced a 5.3% lift.
These amazing results have Pier 1 looking to do more online. They are going to start to use display ads, in conjunction with the search ads to hopefully continue this wave of online marketing success.
To read the full Brandweek Case Study, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i048f01beefa084a38c84fb0602a1b651