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BA 3103 Critical Analysis Paper Pier 1

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Kristin Colgan Dr. Andy Hornett BA 3103 MWF 9am October 30, 2014 Critical Analysis Paper on Pier 1 Imports Pier 1 Imports has earned a place as one of the leading competitors in the home furnishing industry with a focus on their brick-and-mortar storefronts. Alex Smith, CEO, believes that shopping for home furnishings is a visual impulse buy and has concentrated on creating an in-store experience for customers with bold, colored textiles and tableware. Pier 1 excels in its strategy as a niche differentiator with the right product selection in the specialty segment of home furnishings. So, why did Pier 1 Imports decide to maintain its brick-and mortar strategy in the height of the e-commerce era? This paper will help us better understand …show more content…

A major opportunity for Pier 1 is their expansion online through social media and e-commerce sales. The introduction of a mobile site in late 2012 was a starting point which Pier 1 could build upon and create an online virtual store where customers can play a simulation which helps them design a room. The simulation can help the consumers visualize the products in their home which takes the shopping experience a step further. And finally, a potential threat to Pier 1 is the increasing popularity of mobile sites like Pinterest which promote do-it-yourself home decoration ideas and instructions. While this threat is extremely low, it could impact sales of furnishings and decorations. Figure 4: Force Field Analysis of Pier 1 creating an online virtual store with simulation Forces Propelling Forces Restraining Increase online sales Gives the customer an experience similar to the in-store experience Allows customers to interact with a virtual design coach Relatively low startup cost of upgrading website with simulation Potential decrease in sales at brick-and-mortar stores The Force Field Analysis helps us to understand a situation Pier 1 faces and look at the propelling and restraining forces involved. The forces propelling Pier 1 to create an online virtual store are the potential increase in online sales with the relatively low startup cost of

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