Introduction
Pier 1 is North America’s largest specialty retailer and original global importer of unique furnishings with annual sales of over $1.5 billion (Dishman, 2012). It is has stores in more than 1,000 locations, including the United States, the U.K, among other countries and territories. Pier 1 eliminated its e-commerce in 2007 and all its sales came from in-store (Dishman, 2012). The company’s total marketing investment accounts for 4-5% of sales, allocated across shared mail, direct mail, TV, newspaper, and online (Dishman, 2012). The company believes that increasing the amount on paid search advertising will result in ...