Gradually scaling from just 5% of ecommerce traffic to complete deployment across all visitors to Saks.com, demonstrating the company’s focus on digital luxury shopping experiences.
Exceptional Performance Results Drive Business Growth
The personalized homepage has delivered impressive results that have far exceeded expectations, generating a 7% increase in revenue per visitor and improving conversion rates by nearly 10%. This achievement highlights the significant impact that strategic personalization can have in luxury retail.
Emily Essner, President & Chief Commercial Officer, Saks Global: “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 Essner. “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.”
Advanced Technology Powers Personalized Customer Journeys
The new homepage experience leverages sophisticated machine learning algorithms that analyze real-time customer behavior to create unique experiences tailored to individual preferences. Each visitor encounters a dynamically assembled page based on their predicted purchase intent, with content, layout, and product strategies customized specifically for them.
Understanding that online consumers typically spend approximately five minutes browsing around 20 pages, Saks Global designed this system to maximize the value of every interaction. The platform continuously refines recommendations in real-time, adjusting based on each customer’s actions from products viewed to pages visited.
Cross-Functional Innovation Team Drives Rapid Development
Saks Global brought together a dedicated team of cross-functional experts focused on rapid experimentation and AI-driven innovation to propel their personalization strategy. This team prioritizes digital customer experience improvements by developing new features, content templates, and recommendation algorithms through user experience research, data-informed insights, and A/B testing.
Nivy Swaminathan, SVP, Commercial Analytics and Customer Insights, Saks Global. “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,” said Swaminathan.
Technical Infrastructure Enables Rapid Innovation
The personalized homepage utilizes Saks.com’s modern headless framework, which separates back-end infrastructure from customer-facing experiences to allow fast-paced innovation. The development team combined first-party personalization capabilities with Mastercard Dynamic Yield technology to launch the complete solution in under six months.
Positioning for Future Growth
With Saks Global’s luxury ecommerce experiences receiving 700 million visits annually and representing nearly one-third of total sales, this personalization initiative puts the company in a strong position for future growth. As the company’s top channel for attracting new customers, e-commerce serves as the foundation for Saks Global’s expanded personalization efforts.
The successful implementation of this hyper-personalized homepage goes beyond technological advancement. It shows how luxury retailers can maintain the intimate, curated experience that defines high-end shopping while scaling it across digital platforms, setting a new standard for personalization in luxury retail.
