Online demand accounts for 60%! Saks in the United States promotes personalized experience

Amid the pandemic, more and more customers are starting to shop online . During this period, American luxury department store chain Saks Fifth Avenue, like other retailers, largely offset the impact of the pandemic on the real economy through online sales.

Online demand accounts for 60%

“As expected, business started the fourth quarter soft but rose during the key holiday shopping season, thanks in large part to our strong digital performance, with online demand accounting for nearly 60% of all business during this period , ” Saks President and CEO Marc Metrick wrote in his quarterly letter to suppliers.

In this latest letter, Metrick said that more and more customers are starting to consume online and have responded positively to its improved online experience . At the same time, the new features launched on its website are performing well, including the new segmented homepage and improved internal search function. In addition, its editorial content section "The Edit " continues to generate high traffic. "

Metrick said that, as in the third quarter, men's and women's accessories, children's products and fragrance were the best performing products in all channels .

Saks continues to improve personalized service

In 2021, Saks will continue to launch new personalization initiatives to provide more personalized interactions for each customer.

As part of its push to increase personalization, Saks will launch an online preferred center to expand customer service through automation , and Saks recently launched a “customer council,” which Metrick described as a cross-functional team dedicated to further improving the customer experience.

Separately, Metrick said: “We have already begun the redesign of our SaksFirst loyalty program, starting with the introduction of new rewards and benefits.”

At the same time, he also listed various strategies that will be accelerated in 2020, saying that it will continue to provide unique virtual experiences and shopping opportunities, including allowing top customers to be the first to access the latest products.

The epidemic has changed shoppers' consumption habits. As an American luxury chain, the growth of Saks' online business also indirectly reflects the accelerated e-commerce process of luxury goods .

Saks

USA

Online Shopping

E-commerce

Personalized interaction