Saks Fifth Avenue (TSE:HBC) has introduced an online shopping experience that lets shoppers connect with a sales associate any time of day or night. The idea is to bring the full in-store experience of personalization to the luxury e-commerce site.
The effort is part of the brand's omnichannel changes that allows consumers Saks Fifth Avenue's elevated level of service in any channel.
"This is a highly personalized online solution to selling, merging our highest trafficked channel—saks.com—with our highest converter—our associates," said Marc Metrick, president, Saks Fifth Avenue. "It is the perfect response to the growing demand for consumer-facing technology. With access to associates 24/7, personalized services and more, we finally have the ability to bring the high-touch Saks experience and store environment online."
The new offering, in partnership with retail tech company Salesfloor, gives associates the ability to create customizable boutique pages containing curated assortments of merchandise accessible through a dedicated URL. The associates can then interact with customers via live chat, email or scheduled appointments. In addition, associates can showcase their online storefronts through email and social media tools built into a mobile app.
"Today's all-channel customer wants a high level of service, regardless of channel. Salesfloor helped us address that opportunity and our associates are seeing real success," said Joe Milano, senior VP, general manager, digital retail and e-commerce, Saks Fifth Avenue. "Saks Fifth Avenue prides itself on putting customers first. When it comes to luxury shopping, there is no substitute for the personalized experience offered by a knowledgeable Saks associate."
Just last week, Saks' parent company Hudson's Bay announced positive fourth quarter and full-year financial results, driven in large part by digital. Overall, digital sales grew 22.8 percent and 23.2 percent for the quarter and year respectively.
In the way of physical stores, the luxury retailer is performing well in Canada, but has taken a hit in the United States and hopes to gain back some consumers with its new dedicated men's store in downtown Manhattan.
-See this Saks Fifth Avenue press release
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