Pier One Case Analysis

1. Describe the business situation, including the macro-environmental and micro-environmental conditions facing the organization.

The company Pier One Imports faces a few issues and has been facing them for some time now. Pier One has grabbed a large amount of the market share from competitors like Linen ‘n Things but this was only due to their folding. Pier One has much to improve on in ecommerce if they wish to stay relevant and profitable in the future. (Why Pier 1 Is Choosing Bricks Over Clicks--And Winning , 2012) As for their ongoing sales they are just okay. They’ve made some changes to their store and their

One such tracking metric that can be used for determining if the marketing is effective would be knowing your user segments. When you know whom you are selling to then you can gear the advertisement or social post towards that person. Otherwise it becomes a shot in the dark. With this metric you can keep track of who buys what. This enables Pier One to focus on selling their products to those particular people. (Alhlou, 2013)This would be considered more of a conclusive tracking metric because it gives you a larger overview of things happening within ecommerce. Another tracking metric that could be used and is considered an intermediate tracking metric would be, Google analytics or another form of analytics. This metric allows for overview of who, what, where, when, why, and how for most of your questions. If you’re wondering why someone bought a lamp on Sunday at 5:00 P.M. this metric will give you results as to why and who else might have a desire to do the same. So why is analytics important to use? Because they, “ measure and track your results across time, help you to understand your visitors, leads, prospect, helps you to understand, track and improve the mechanisms used to convert your first visitor into a valuable customers”. (D 'Urbano,