Pier 1 puts portal to work

Fort Worth, Texas-based Pier 1 Imports is preparing to launch an online portal designed to build stronger, more targeted marketing messages to its shoppers.

Working with Indianapolis-based ExactTarget, the chain is developing an online subscription center, which will be hosted by ExactTarget, where shoppers can input their preferences regarding e-mail and direct-mail marketing messages.

Newly added shopper data will automatically be uploaded into Pier 1’s data-management system, and ExactTarget will create messages based on consumers’ shopping behavior, preferences and personal information. The site is expected to launch this summer.

“We continue to see an increased interest among consumers in receiving marketing messages via e-mail from Pier 1,” said Jeff Haddox, the chain’s direct marketing analyst. “The new online subscription center will allow customers to tell us exactly what types of messages they’d like to receive, as well as the message frequency.”

Simultaneously, the home-products retailer will test ExactTarget’s SMS text-messaging program. The messages, which will be available to shoppers in limited markets, will deliver information regarding sweepstakes registrations and promotions.