NEW YORK — Saks Global, the largest multi-brand luxury retailer in the world, has released a new hyper-personalized homepage as part of the Saks Fifth Avenue online and mobile app experience.
Since initially launching the personalized homepage to 5% of ecommerce traffic, the company has gradually scaled the release to more visitors, achieving a significant milestone of directing 100% of Saks.com traffic to the personalized homepage.
The new personalized homepage experience is unique to each individual customer and tailored to their preferences using machine learning algorithms that leverage real-time customer behavior. The experience aims to promote fashion discovery while increasing customer lifetime value and loyalty by serving extremely relevant and inspiring content to every customer.
Performance of the homepage has exceeded expectations, driving a 7% increase in revenue per visitor and improving conversion by nearly 10%.
“At Saks Global, we are reinventing luxury shopping by delivering luxury artfully curated to each customer. This latest advancement in our personalization efforts is foundational to our overall work to bring our vision – The Art of You – to life,” said Emily Essner, President & Chief Commercial Officer, Saks Global. “By bringing the one-to-one relationship our customers experience with their stylist in stores to the onsite experience, we have reached an important milestone–not only for Saks Global, but also for our customers who now enjoy highly relevant content and recommendations whenever they visit Saks.com. We look forward to building upon this innovation across Saks Global’s luxury retail brands.”
On average, when consumers browse online, they spend approximately five minutes browsing around 20 pages, with each action providing useful information to further tailor their experience. Through its industry-leading personalization strategy, Saks Global aims to make each consumer’s browsing and purchasing more inspiring and convenient by meeting them with more relevant products, brands and categories as soon as they land on the homepage.
AI-Driven Project Advancing Personalization Innovation
To accelerate Saks Global’s personalization strategy and build upon its success to date, the company mobilized a team of cross-functional experts to drive a new project focused on rapid experimentation and AI-driven innovation to deliver personalized customer journeys across channels. The team prioritizes improvements to the digital customer experience, developing new features, content templates and recommendation algorithms by leveraging user experience (UX) research, data-informed insights and A/B testing. Onsite and off, the team’s goal is to drive strategies that personalize the customer experience to enable growth.
Personalized Homepage Experience: Development & Features
Nivy Swaminathan, SVP, Commercial Analytics and Customer Insights, Saks Global, added, “With the successful launch of the personalized homepage on Saks.com, we are well positioned to scale these efforts across additional touchpoints throughout the shopping journey. Saks Global brings together the largest and deepest luxury consumer data set in the U.S., empowering us to ground site features and customer interactions in data-informed customer insights. As we make progress on our personalization strategy, we remain focused on identifying opportunities to innovate on behalf of our customers.”
The personalized Saks.com homepage is built to adopt Saks.com’s modern headless framework, which separates back-end infrastructure from the customer-facing experience to enable rapid innovation. The team has leveraged a combination of first party personalization capabilities, as well as Mastercard Dynamic Yield, to launch this page in under six months, driving significant business value while improving the Saks.com experience for customers.
The personalized homepage is dynamically assembled based on each incoming visitor’s purchase intent so that the layout of the page, the content and the strategies seen by each customer is customized just for them. To guide the homepage features and recommendations, the company is using machine learning to refine recommendations in real time based on each customer’s predicted intent and preferences, continuously adjusting with any action on the site–from products viewed to pages visited.
Saks Global’s luxury ecommerce experiences receive 700 million visits annually, representing nearly one-third of total sales, and ecommerce is the company’s top channel to drive new customer growth. With its scaled personalization efforts, combined with its expertly curated assortments, high-touch service and best-in-class technology, Saks Global is positioned to optimize the shopping experience for the full continuum of luxury consumers.
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