Saks Global, a leading multi-brand luxury retailer, has rolled out a fully personalized homepage experience on its website and mobile app. Initially introduced to just 5% of site traffic, the AI-driven homepage has now been deployed to 100% of visitors.
Designed to provide each shopper with a unique experience, the new interface uses machine learning to analyze real-time behaviors and preferences, tailoring the site’s content to better match customer interests. The initiative has significantly boosted performance metrics, delivering a 7% increase in revenue per visitor and an almost 10% rise in conversion rates.
Saks Global President & Chief Commercial Officer Emily Essner said, “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. 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.”
Saks Global SVP of Commercial Analytics and Customer Insights, Nivy Swaminathan, 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.”
To support the homepage transformation, Saks assembled a cross-functional team focused on rapid experimentation and data-informed innovation. The group is enhancing customer journeys with new features, templates, and recommendation tools, utilizing advanced UX research, A/B testing, and real-time data analytics. Built on a headless architecture, the homepage allows for fast and flexible updates, incorporating Mastercard’s Dynamic Yield technology to support the launch.