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Saks Fifth Avenue

Saks Fifth Avenue jumped up two spots from last year to #23, all while it re-launched a new website (and a new app on the way.) The storied retailer made strides during the pandemic, advancing its digital offerings, and maintained its spot in the coveted top 25 this year.


Luxury Daily named Saks the ‘2020 Luxury Retailer of the Year’ for its adaptability and successful digital advancements. Rather than putting a halt to its additional services, Saks quickly innovated to pivot its offerings post-pandemic: virtual shopping appointments via Zoom launched everywhere in months. 

The reopening of its New York City flagship in June was adjusted to virtual shopping, private, after-hours appointment, sidewalk services offering contactless pickup and returns, and an at-home service (by invitation only). Plus, Saks unveiled a redesign and replatforming of its website at the end of 2020 to reflect a site experience that emphasizes its fashion-forward brand, ease of use and personalization.


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Saks Fifth Avenue logo

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Saks Fifth Avenue

Why we love Saks Fifth Avenue

Personalized emails

Email communication from Saks is filled with personalized elements that let shoppers know the information in the messaging is unique to them. The brand uses the customer’s name in email subject lines along with ‘recommendations just for you’ to catch the customer’s eye. Inside these emails, Saks recommends products that best fit the shopper’s profile and follow the brands and styles they’ve bought or browsed before.

saks' personalized email example

Consistent recommendations

Product recommendations are both unique to shopper interests and in-line with previous engagements with Saks Fifth Avenue across all platforms. The pages of both the website and mobile app contain the same product recommendations. So, whether browsing at home or on the go, customers can see which products best fit their interests. The brand also includes these recommendations in emails to remind shoppers about the great products waiting for them back on the site.

ecommerce recommendation example

Re-engagement efforts

Saks values every customers, so when shoppers stop engaging with the brand emails and exclusive offers to win them back are expected. Subject lines like ‘We miss you’ and ‘Long time, no see’ include first names of shoppers and exclusive discounts to let shoppers know that Saks recognizes their lack of engagement and are willing to go the extra mile to keep them happy.

email reengagement example

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  • Email 21
  • Web 20
  • Mobile 17
  • Offline 9
  • Web 12
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