Saks Global has created a unique, personalized homepage that is dynamically assembled based on each visitor’s purchase intent, with the page layout, content and strategies seen by each shopper customized just for them. Saks is using AI and machine learning to refine recommendations in real-time, continuously adjusting with any action taken on the site — from products viewed to pages visited.
The hyperpersonalized homepages were first launched to 5% of Saks’ ecommerce traffic and then gradually increased to 100%. The personalized homepages have driven a 7% increase in revenue per visitor and improved conversion by nearly 10%.
“At Saks Global, we are reinventing luxury shopping by delivering luxury artfully curated to each customer,” said Emily Essner, President and Chief Commercial Officer at Saks Global in a statement. “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.”
The personalized Saks.com homepage is built on top of a modern headless framework, which separates backend infrastructure from the customer-facing experience to help enable more rapid innovation. The Saks team leveraged a combination of first-party personalization capabilities as well as Mastercard Dynamic Yield to launch the homepage in less than six months’ time.
Advertisement
Earlier this month, Saks Fifth Avenue launched AI-powered conversational customer experiences, and Saks plans to expand its personalization capabilities even further: “With the successful launch of the personalized homepage on Saks.com, we are well positioned to scale these efforts across additional touch points throughout the shopping journey,” said Nivy Swaminathan, SVP, Commercial Analytics and Customer Insights at Saks Global in a statement.
