The luxury department store chain of Saks Fifth Avenue holds one hundred and fifty-three years of commerce history. Its flag-draped flagship store in Midtown Manhattan is a representation of its high-end appearance and apparel, and Saks Fifth Avenue has recently complimented that by undergoing a fresh relaunch of its ecommerce website.
It was, in fact, its first large-scale site replatform and redesign for half a decade, and it was carried out on Salesforce Commerce Cloud.
It felt the need to infuse fashion, ease, and personalization, as well as the ability to let users filter through specific delivery options, such as those that have been in high demand since the onset of the pandemic – buy online pick up in store, same-day delivery, and preordering.
Its homepage is now actually segmented into two homepages for men and women, providing two separate navigation pathways, infused with product recommendations and tailored content. This is an interesting move as it’s going to give a deeper, more personal, and segregated shopping experience for those shopping, combined with a more prominently-placed “new arrivals” feature is expected to get users browsing for longer and leading to higher conversion rates.
Elsewhere on its revamped SFCC-powered website, shoppers will be able to read a brand new editorial content, featuring trending news and stories, curations by influencers, and a spotlight section on designers to compliment their clothing.
In their effort to boost sales and shorten virtual queues, Saks seekers are now able to browse and add items to a wish list or cart directly, in a click, with product pages being complimented by a “complete the look” section to get them adding items straight to the cart or basket.
I suspect that, although Sak’s fresh new Salesforce Commerce Cloud site coincides with the beginning of this year’s holiday season, the timing is simply coincidental – or at the very least, fortuitous but not intended. And the reason for this is that since the pandemic we have noticed that consumers are simply not buying luxury goods, opting instead for the basics and in-door related products.
But here we are, in the holiday season. Let’s see if we remain uninterested in more high-end products for now, or whether our appetite for them begins to rebound, something which Saks would certainly benefit from.
PS: ArganoUV is one of the world’s leading Salesforce Commerce Cloud (Demandware) development & strategy teams. Contact us to see how we can work together.