Saks Global has launched a hyper-personalised homepage for the Saks Fifth Avenue online and mobile app.

The new homepage is tailored to each customer’s preferences using machine learning algorithms that analyse real-time behaviour. Saks Global said the platform adapts to individual needs, assembling the layout and content based on each visitor’s purchase intent.

The retailer aims to promote fashion discovery and increase customer lifetime value and loyalty by providing relevant content. According to the company, the homepage has driven a seven per cent rise in revenue per visitor and improved conversion rates by nearly 10 per cent.

The homepage uses a headless framework, which separates back-end infrastructure from the customer-facing experience, allowing rapid development. Saks Global’s teams combined first-party personalisation tools with Mastercard Dynamic Yield to deliver the new experience in under six months.

Machine learning refines recommendations in real time, responding to each customer’s predicted intent. On average, shoppers spend five minutes browsing around 20 pages, with every action helping to further personalise their experience.

Saks Global said its personalisation technology aims to make browsing and purchasing more convenient by showing relevant products, brands and categories from the moment a customer arrives. The homepage was first launched to five per cent of e-commerce visitors and now serves all Saks.com traffic.

“With the successful launch of the personalised homepage on Saks.com, we are well positioned to extend these efforts across more touchpoints throughout the shopping journey,” said Nivy Swaminathan, SVP, commercial analytics and customer insights at Saks Global. “Saks Global brings together the largest luxury consumer data set in the US, allowing us to ground site features and customer interactions in data-driven insights.

“As we advance our personalisation strategy, we continue to look for new ways to innovate for our customers.”

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