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Pier 1 drives in-store traffic via targeted mobile ad campaign

The company is running expandable mobile ads within Pandora’s iPhone app that lead consumers to a mobile-optimized page where they can shop seasonal products, as well as other goods. Pier 1 has been ran mobile ads within

Pandora before, where it promoted its summer goods.

“The power of mobile marketing is that is so immediate,” said Wilson Kerr, Boston-based mobile marketing consultant. “Standard Web site URLs are generally promoted in print, on packaging or on out of home signage, but that means a consumer has to remember to visit the Web site next time they are in front of a computer.

“Mobile ads, on the other hand, can be highly targeting by location and time, to maximize the chances that a consumer will use the device they have in their hand to click right through to a landing page that is customized to match the subject of the ad,” he said.

“This can drive more mobile traffic and, if the page is commerce enabled, incremental revenue.”

Mr. Kerr is not affiliated with Pier 1. He commented based on his expertise on the subject.

Pier 1 did not respond by press time.

Autumn season
The Pier 1 expandable ad reads “Autumnize Your Home.”

The expandable Pier 1 ad

Once consumers click on the ad, they are redirected to the company’s mobile site where they can browse for products by category such as seasonal, candles and fragrance, dining, gifts, home accents and décor, home textiles and furniture.

Consumers can also search for a specific product or find a nearest store where they can but the goods.

Consumers can browse products

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.

“Retailers should constantly be updating mobile landing pages to match the look and feel of the mobile campaign that drove the consumer to that page,” Mr. Kerr said.

“By providing a uniform experience the connection to the offer is made,” he said. “If the ad is seasonal or time or theme-specific, the landing page should match.

Running a targeted mobile ad such as this is key for a company such as Pier 1.

Mobile ads let companies reach as many consumers as possible and help further build the relationship between the brand and the customer.

Mobile past
Pier 1 is no stranger to 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).

“Mobile is heading nowhere but up, especially as agencies finally realize the retail brands they serve want and need the link established between offline campaigns and commerce-enabled mobile sites that can track the resulting lift in sales,” Mr. Kerr said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York