What makes Saks’ personalization engine a game-changer for driving 10% more conversions?
For Saks Fifth Avenue, delivering luxury means knowing each customer personally. In collaboration with Mastercard Dynamic Yield, the retailer used AI and real-time intent data to reimagine its homepage as a digital concierge that anticipates every shopper’s needs. The result is a refined online journey that elevated engagement, protected brand integrity and delivered measurable business results across every channel.
increase in revenue per visitor
drop in bounce rate across all homepage traffic
Introduction
What if a luxury retailer’s homepage could act more like a concierge than a catalog — anticipating what each visitor wants and adapting in real time? That was the vision Saks Fifth Avenue (Saks) set out to realize through its collaboration with Mastercard, using the personalization tool Dynamic Yield to launch a new customer engagement strategy on their homepage. As part of Saks Global’s portfolio of luxury retail brands, Saks is working to deliver luxury perfectly curated to each customer. As the largest multi‑brand luxury retailer in the world, Saks Global’s vision centers on redefining luxury shopping through highly personalized experiences.
“With the support from Mastercard’s Dynamic Yield, we were able to personalize the Saks.com homepage experience based on customers’ real‑time purchase intent — not just static segments. That shift helped us deliver more relevant and inspiring experiences to our customers and improved conversion by nearly 10%.”
– Nivy Swaminathan, SVP, Commercial Analytics and Customer Insights, Saks Global
The Challenge
For a multi‑brand luxury retailer such as Saks, personalization is a delicate balancing act. From the beginning, the team knew that tailoring the homepage could meaningfully boost engagement and conversion — but it came with challenges the team had to work through. They needed to deliver experiences that felt relevant to each customer’s purchase intent and shopping behavior, while ensuring that products were still displayed in the best way. Behind the scenes, Saks had a measured approach to piloting new personalization features with select audiences while protecting brand integrity. They relied on objective decision making via data and experimentation to expertly mitigate operational complexities. The team launched an alternate homepage for testing, which required managing two distinct experiences, each with its own set of creative assets. They also had to track performance across key performance indicators (KPIs), coordinate the rollout across channels and deliver a cohesive customer journey. It was a coordinated effort across creative, technical and strategic domains — designed to deliver measurable impact.
The Execution
The execution was in collaboration with Mastercard Dynamic Yield, a personalization engine built to deliver relevant experiences at scale, powered by real-time data and adaptive algorithms. Combined with Saks’ proprietary Customer DNA — its own first-party customer data enriched with machine learning and artificial intelligence (AI) — and supported by Mastercard’s strategic partnership, the groundwork was laid for advanced digital experimentation.
For even greater precision, Saks implemented AdaptML — Dynamic Yield’s AI-powered recommendation algorithms — to refine recommendations in real time based on predicted affinity and purchase intent, as inferred from previous customer interactions with Saks. Recommendations continuously adjusted as customer behavior shifted.
The rollout began deliberately small: just 5% of traffic. Every interaction became input, and insights shaped the team’s next decisions.
One of the first major tests? Homepage segmentation. Saks questioned whether the original men’s and women’s homepage layouts were still effective and used this model as a control in testing. In its place, customers were grouped by purchase intent — low, medium, or high — with the flexibility to move between intent tiers in a single session.
These intent segments, defined and delivered through Dynamic Yield, powered everything from layout and algorithms to campaigns and copy — adapting instantly to meet customers where they were.
Saks internally developed product and content attributes and metadata structure laid a strong foundation for highly personalized product and editorial content tailored to user affinities. This allowed the team to constantly learn and optimize.
“As we work to deliver luxury artfully curated to every customer across Saks Global, this initiative builds positive momentum on our personalization strategy, and we look forward to continuing to innovate to improve the shopping experience for our customers.”
– Nivy Swaminathan, SVP, Commercial Analytics and Customer Insights, Saks Global
The Results
The impact was transformative. During the test period, Saks saw major lifts across key metrics for all traffic: bounce rate fell by 18.4%, revenue per visitor increased by 7% and conversion rate improved by 9.5%.
Testing quickly confirmed Saks’ hypothesis: intent‑based personalization outperformed the previous segmentation model in a homepage experience. Through this approach, they reimagined the Saks.com homepage experience, providing all customers with a highly personalized homepage based on their predicted purchase intent, past behavior and real‑time session status. Within a few months, the 5% test scaled to 100% of homepage traffic — spanning desktop, mobile and app. Gains held at every stage, reinforcing belief in the model and accelerating adoption.
But performance wasn’t the only win. By starting small and demonstrating measurable impact, Saks earned cross‑functional support — proving that thoughtful testing can drive meaningful change while upholding the elevated luxury experience.
Today, Mastercard Dynamic Yield supports Saks’ homepage personalization and a portion of product page recommendations — helping to anchor Saks’ personalization strategy across the user journey. Achieving this required close collaboration between Saks’ technology, marketing and commercial analytics teams — aligning vision, execution and measurement from day one. Saks’ website continues to support both near‑term revenue goals and long‑term innovation in customer connection, while upholding the luxury experience for which Saks is known.
The Key Takeaway
Saks continues to elevate its online experience through a personalization strategy supported by Mastercard Dynamic Yield — blending real‑time data, AI algorithms and brand‑conscious strategy. For retailers balancing brand integrity with performance, Saks’ approach offers a blueprint: start small, test rigorously and scale what works — all built on the flexibility and power of Dynamic Yield.
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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item 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exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization terms</span></a></li><li class="resources-use-cases menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/personalization-examples/">Inspiration Library<span>Personalization examples from real brands</span></a></li><li class="resources-maturity menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/personalization-maturity/"><strong class="badge-new">Personalization Maturity</strong><span>How global businesses prioritize personalization</span></a></li><li class="resources-guides menu-item menu-item-type-custom menu-item-object-custom"><a href="/guides/">Guides & reports<span>Comprehensive topic-specific materials</span></a></li><li class="resources-benchmarks menu-item menu-item-type-custom menu-item-object-custom"><a href="https://marketing.dynamicyield.com/benchmarks/">Benchmarks<span>Industry performance metrics and insights</span></a></li></ul></li><li class="bottom"><a href="/rooted-personalization/" target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" 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class="elementor-inner"><div class="elementor-section-wrap"><section class="elementor-element elementor-element-3b6fc730 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="3b6fc730" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-60e6c452 elementor-column elementor-col-100 elementor-top-column" data-id="60e6c452" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-2b626f04 elementor-widget elementor-widget-text-editor" data-id="2b626f04" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-153bb45a case_study_page_header padding-y-0 warehouse_group-header elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="153bb45a" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-298c153b elementor-column elementor-col-100 elementor-top-column" data-id="298c153b" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-53017709 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="53017709" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-35808c1c page_header_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="35808c1c" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5bb562a8 case_study_header_title lamoda elementor-widget elementor-widget-heading" data-id="5bb562a8" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h1 class="elementor-heading-title elementor-size-default">What makes Saks’ personalization engine a game-changer for driving 10% more conversions?</h1></div></div><div class="elementor-element elementor-element-368f538c case_study_header_text elementor-widget elementor-widget-text-editor" data-id="368f538c" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>For Saks Fifth Avenue, delivering luxury means knowing each customer personally. In collaboration with Mastercard Dynamic Yield, the retailer used AI and real-time intent data to reimagine its homepage as a digital concierge that anticipates every shopper’s needs. The result is a refined online journey that elevated engagement, protected brand integrity and delivered measurable business results across every channel.</p></div></div></div><div class="elementor-element elementor-element-930f79f download_the_pdf elementor-widget elementor-widget-html" data-id="930f79f" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <a class="pulse-button" target="_blank" href="/saks-fifth-avenue/"> Download the PDF <span class="dy-pulse"></span> </a> <span>* Email not necessary to download</span></div></div></div></div></div><div class="elementor-element elementor-element-6ed465b6 page_header_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="6ed465b6" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-df46f10 elementor-widget elementor-widget-html" data-id="df46f10" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" src="/wp-content/uploads/2025/11/CM_Saks_DY-Website-Page-Header-Image.png" alt="Bergzeit header image" class="ATF" width="394" height="396"></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-5a51b56 elementor-section-full_width elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="5a51b56" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-ccb3eeb elementor-column elementor-col-100 elementor-top-column" data-id="ccb3eeb" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-01fe109 elementor-widget elementor-widget-shortcode" data-id="01fe109" data-element_type="widget" data-widget_type="shortcode.default"><div class="elementor-widget-container"><div class="elementor-shortcode"><div class="cs-ind-cap-wrap"><div class="cs-ind-cap-container"><div class="cs-ind-col"><div class="cs-ind-cap-heading">Industry</div><div> <a href="https://www.dynamicyield.com/ecommerce/"
title="Fashion & Apparel"
target="_blank">Fashion & Apparel</a></div></div><div class="cs-cap-col"><div class="cs-ind-cap-heading">Capability Used</div><div> <a href="https://www.dynamicyield.com/recommend/"
title="Recommend"
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title="Optimize"
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class="elementor-row"><div class="elementor-element elementor-element-83bb784 elementor-column elementor-col-33 elementor-inner-column" data-id="83bb784" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-1a2b8f7 elementor-widget elementor-widget-text-editor" data-id="1a2b8f7" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>9.5%</p></div></div></div><div class="elementor-element elementor-element-41bc7eb statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="41bc7eb" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p class="p2">lift in conversion rate</p></div></div></div></div></div></div><div class="elementor-element elementor-element-9e78e54 elementor-column elementor-col-33 elementor-inner-column" data-id="9e78e54" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-dd1dd40 elementor-widget elementor-widget-text-editor" data-id="dd1dd40" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>7%</p></div></div></div><div class="elementor-element elementor-element-15c23ca statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="15c23ca" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p class="p2">increase in revenue per visitor</p></div></div></div></div></div></div><div class="elementor-element elementor-element-00b1b79 elementor-column elementor-col-33 elementor-inner-column" data-id="00b1b79" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-bc78c15 elementor-widget elementor-widget-text-editor" data-id="bc78c15" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>18%</p></div></div></div><div class="elementor-element elementor-element-0727297 statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="0727297" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p class="p2">drop in bounce rate across all homepage traffic</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-6366b3b0 case_study_introduction_section padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="6366b3b0" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-5e2b0785 elementor-column elementor-col-100 elementor-top-column" data-id="5e2b0785" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-fddeeb7 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="fddeeb7" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-11e14300 elementor-column elementor-col-100 elementor-inner-column" data-id="11e14300" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-337f17d2 introduction_section_title elementor-widget elementor-widget-heading" data-id="337f17d2" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Introduction</h2></div></div><div class="elementor-element elementor-element-800e042 introduction_section_desc elementor-widget elementor-widget-text-editor" data-id="800e042" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p class="p1">What if a luxury retailer’s homepage could act more like a concierge than a catalog — anticipating what each visitor wants and adapting in real time? That was the vision Saks Fifth Avenue (Saks) set out to realize through its collaboration with Mastercard, using the personalization tool Dynamic Yield to launch a new customer engagement strategy on their homepage. As part of Saks Global’s portfolio of luxury retail brands, Saks is working to deliver luxury perfectly curated to each customer. As the largest multi‑brand luxury retailer in the world, Saks Global’s vision centers on redefining luxury shopping through highly personalized experiences.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-16bd4eec padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="16bd4eec" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-30fb958d elementor-column elementor-col-100 elementor-top-column" data-id="30fb958d" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-40539e46 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="40539e46" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-613cc2d0 case_study_client_quote elementor-column elementor-col-100 elementor-inner-column" data-id="613cc2d0" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-372192b b-lazy retina_parent elementor-widget elementor-widget-image" data-id="372192b" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2025/11/sacks-logo-white.svg" class="attachment-full size-full" alt="Sacks Fifth Avenue logo" /></div></div></div><div class="elementor-element elementor-element-45e832cf client_quote_text warehouse_group-text elementor-widget elementor-widget-text-editor" data-id="45e832cf" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>“With the support from Mastercard’s Dynamic Yield, we were able to personalize the Saks.com homepage experience based on customers’ real‑time purchase intent — not just static segments. That shift helped us deliver more relevant and inspiring experiences to our customers and improved conversion by nearly 10%.”</p></div></div></div><div class="elementor-element elementor-element-3f1c1659 client_quote_text_author elementor-widget elementor-widget-text-editor" data-id="3f1c1659" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>– Nivy Swaminathan, SVP, Commercial Analytics and Customer Insights, Saks Global</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-43c326c9 case_study_execution_section elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="43c326c9" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-de40279 elementor-column elementor-col-100 elementor-top-column" data-id="de40279" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-7378b2b2 execution_title elementor-widget elementor-widget-heading" data-id="7378b2b2" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Challenge</h2></div></div><section class="elementor-element elementor-element-ddab2c8 case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ddab2c8" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-6016a6a elementor-column elementor-col-100 elementor-inner-column" data-id="6016a6a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-27b98cd execution_text elementor-widget elementor-widget-text-editor" data-id="27b98cd" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p class="p1">For a multi‑brand luxury retailer such as Saks, personalization is a delicate balancing act. From the beginning, the team knew that tailoring the homepage could meaningfully boost engagement and conversion — but it came with challenges the team had to work through. They needed to deliver experiences that felt relevant to each customer’s purchase intent and shopping behavior, while ensuring that products were still displayed in the best way. Behind the scenes, Saks had a measured approach to piloting new personalization features with select audiences while protecting brand integrity. They relied on objective decision making via data and experimentation to expertly mitigate operational complexities. The team launched an alternate homepage for testing, which required managing two distinct experiences, each with its own set of creative assets. They also had to track performance across key performance indicators (KPIs), coordinate the rollout across channels and deliver a cohesive customer journey. It was a coordinated effort across creative, technical and strategic domains — designed to deliver measurable impact.</p></div></div></div></div></div></div></div></div></section><div class="elementor-element elementor-element-ab5ea73 execution_title elementor-widget elementor-widget-heading" data-id="ab5ea73" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Execution</h2></div></div><section class="elementor-element elementor-element-fb8c35d case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="fb8c35d" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-abc3f6f elementor-column elementor-col-100 elementor-inner-column" data-id="abc3f6f" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-014e9ea execution_text elementor-widget elementor-widget-text-editor" data-id="014e9ea" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p class="p1">The execution was in collaboration with Mastercard Dynamic Yield, a personalization engine built to deliver relevant experiences at scale, powered by real-time data and adaptive algorithms. Combined with Saks’ proprietary Customer DNA — its own first-party customer data enriched with machine learning and artificial intelligence (AI) — and supported by Mastercard’s strategic partnership, the groundwork was laid for advanced digital experimentation.</p><p class="p1">For even greater precision, Saks implemented AdaptML — Dynamic Yield’s AI-powered recommendation algorithms — to refine recommendations in real time based on predicted affinity and purchase intent, as inferred from previous customer interactions with Saks. Recommendations continuously adjusted as customer behavior shifted.</p><p class="p1">The rollout began deliberately small: just 5% of traffic. Every interaction became input, and insights shaped the team’s next decisions.</p><p class="p1">One of the first major tests? Homepage segmentation. Saks questioned whether the original men’s and women’s homepage layouts were still effective and used this model as a control in testing. In its place, customers were grouped by purchase intent — low, medium, or high — with the flexibility to move between intent tiers in a single session.</p><p class="p1">These intent segments, defined and delivered through Dynamic Yield, powered everything from layout and algorithms to campaigns and copy — adapting instantly to meet customers where they were.</p><p class="p1">Saks internally developed product and content attributes and metadata structure laid a strong foundation for highly personalized product and editorial content tailored to user affinities. This allowed the team to constantly learn and optimize.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-52abfc0 padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="52abfc0" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-def2b25 elementor-column elementor-col-100 elementor-top-column" data-id="def2b25" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-ada5cc4 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ada5cc4" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-eba6553 case_study_client_quote elementor-column elementor-col-100 elementor-inner-column" data-id="eba6553" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-473e740 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="473e740" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2025/11/sacks-logo-white.svg" class="attachment-full size-full" alt="Sacks Fifth Avenue logo" /></div></div></div><div class="elementor-element elementor-element-e1a47e9 client_quote_text warehouse_group-text elementor-widget elementor-widget-text-editor" data-id="e1a47e9" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>“As we work to deliver luxury artfully curated to every customer across Saks Global, this initiative builds positive momentum on our personalization strategy, and we look forward to continuing to innovate to improve the shopping experience for our customers.”</p></div></div></div><div class="elementor-element elementor-element-cef2aad client_quote_text_author elementor-widget elementor-widget-text-editor" data-id="cef2aad" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>– Nivy Swaminathan, SVP, Commercial Analytics and Customer Insights, Saks Global</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-246d695 case_study_execution_section elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="246d695" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-5552a26 elementor-column elementor-col-100 elementor-top-column" data-id="5552a26" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-a61f195 execution_title elementor-widget elementor-widget-heading" data-id="a61f195" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Results</h2></div></div><section class="elementor-element elementor-element-8b15db9 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="8b15db9" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-69e8ec8 elementor-column elementor-col-100 elementor-inner-column" data-id="69e8ec8" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-3e8237b execution_text elementor-widget elementor-widget-text-editor" data-id="3e8237b" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p class="p2">The impact was transformative. During the test period, Saks saw major lifts across key metrics for all traffic: bounce rate fell by 18.4%, revenue per visitor increased by 7% and conversion rate improved by 9.5%.</p><p class="p2">Testing quickly confirmed Saks’ hypothesis: intent‑based personalization outperformed the previous segmentation model in a homepage experience. Through this approach, they reimagined the Saks.com homepage experience, providing all customers with a highly personalized homepage based on their predicted purchase intent, past behavior and real‑time session status. Within a few months, the 5% test scaled to 100% of homepage traffic — spanning desktop, mobile and app. Gains held at every stage, reinforcing belief in the model and accelerating adoption.</p><p class="p2">But performance wasn’t the only win. By starting small and demonstrating measurable impact, Saks earned cross‑functional support — proving that thoughtful testing can drive meaningful change while upholding the elevated luxury experience.</p><p class="p2">Today, Mastercard Dynamic Yield supports Saks’ homepage personalization and a portion of product page recommendations — helping to anchor Saks’ personalization strategy across the user journey. Achieving this required close collaboration between Saks’ technology, marketing and commercial analytics teams — aligning vision, execution and measurement from day one. Saks’ website continues to support both near‑term revenue goals and long‑term innovation in customer connection, while upholding the luxury experience for which Saks is known.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-5d91821b case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="5d91821b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-1c34ca81 elementor-column elementor-col-100 elementor-top-column" data-id="1c34ca81" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-5eaf934b elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="5eaf934b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-75b70453 elementor-column elementor-col-100 elementor-inner-column" data-id="75b70453" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-1cceb629 takeaway_title elementor-widget elementor-widget-heading" data-id="1cceb629" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Key Takeaway</h2></div></div><div class="elementor-element elementor-element-5a8075b5 takeaway_text elementor-widget elementor-widget-text-editor" data-id="5a8075b5" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p class="p2">Saks continues to elevate its online experience through a personalization strategy supported by Mastercard Dynamic Yield — blending real‑time data, AI algorithms and brand‑conscious strategy. For retailers balancing brand integrity with performance, Saks’ approach offers a blueprint: start small, test rigorously and scale what works — all built on the flexibility and power of Dynamic Yield.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-8f67581 case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="8f67581" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-4e18afa elementor-column elementor-col-100 elementor-top-column" data-id="4e18afa" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-4701370 get_your_demo elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4701370" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-ac29474 elementor-column elementor-col-100 elementor-inner-column" data-id="ac29474" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-e410281 get_your_demo_title elementor-widget elementor-widget-heading" data-id="e410281" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">GET YOUR DEMO</h2></div></div><div class="elementor-element elementor-element-0cf0a48 elementor-widget elementor-widget-html" data-id="0cf0a48" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <script src="//pages.dynamicyield.com/js/forms2/js/forms2.min.js"></script> <div id="cs-form-wrapper"><form id="mktoForm_3739"></form> <script>MktoForms2.loadForm("//pages.dynamicyield.com", "386-GHP-185", 3739, function(form) {
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