Saks Fifth Avenue unveils new, AI-driven personalized homepage

Saks Global, the multibranded retailer that owns Saks Fifth Avenue, Neiman Maruc, and Bergdorf Goodman, has unveiled a new personalised homepage for Saks Fifth Avenue online and mobile app. 

Gradually rolled out from 5 percent of all its ecommerce traffic, the company released the change to all visitors, directing 100 percent of its Saks.com traffic to the personalized homepage. Offering a unique homepage experience to each visitor, the homepage is tailored to their preferences based on machine learning algorithms that leverage real-time customer behavior. 

The personalized homepage is designed to encourage the fashion discovery experience and boost customer engagement and loyalty through highly relevant content. The homepage has outperformed targets, delivering a 7 percent revenue-per-visitor increase and nearly 10 percent conversion improvement.

"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 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."

On average, online shoppers typically browse 20 pages in five minutes, with each interaction generating data to personalize their experience. Saks Global uses industry-leading personalization to deliver relevant products, brands, and categories immediately upon homepage arrival. The company assembled a cross-functional team to accelerate personalization through rapid AI experimentation, which enhanced digital customer experiences by developing new features, content templates, and recommendation algorithms using UX research, data insights, and A/B testing to drive personalized customer journeys and growth across all channels.

Nivy Swaminathan, SVP of Commercial Analytics and Customer Insights at 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 US's largest and deepest luxury consumer data set, 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 new homepage dynamically customizes each visitor's layout, content, and strategies based on their purchase intent. Machine learning continuously refines recommendations in real-time using predicted customer preferences and site behavior, from product views to page visits. Saks Global's luxury ecommerce generates 700 million annual visits, representing nearly one-third of total sales and serving as the primary new customer acquisition channel.