Saks Fifth Avenue, striving to strengthen connections with customers and its omnichannel orientation, said customers can now connect with Saks associates on a 24-7 basis and receive “personalized services” online.
“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 of Saks Fifth Avenue. “It is the perfect response to the growing demand for consumer-facing technology. We finally have the ability to bring the high-touch Saks experience and store environment online.”
Saks worked with Salesfloor, a technology platform, to launch the service. It enables associates to choose assortments and customize saks.com boutique pages, accessible through a dedicated URL, to individual customers. Associates can communicate with customers online “touting their hand-picked merchandise, expertise and industry knowledge via live chat, email or scheduled appointments,” Saks said. In addition, Saks associates can showcase their online storefronts to customers through email and social media tools built into a mobile app.
On its Web site, Salesfloor says its platform enables customers to shop online directly with their local associate, in effect replicating the in-store experience online. “Today’s all-channel customer wants a high level of service, regardless of channel. Salesfloor helped us address that opportunity,” said Joe Milano, Saks’ senior vice president and general manager of digital retail and ecommerce.
E-commerce has been a major growth area for Saks — as well as its competitors. Saks’ parent the Hudson’s Bay Co. Inc. last month said that digital sales across all its divisions — which, in addition to Saks include HBC, Lord & Taylor, Saks Off 5th and Kaufhof in Germany — rose by 22.8 percent in the fourth quarter ended Jan. 31. Jerry Storch, chief executive officer, commented, “Online sales were especially strong, reflecting our focus on building superior digital capabilities and further integrating our brick-and-mortar and e-commerce businesses.”