- The pandemic taught Saks that customers want luxury fashion even during a crisis.
- The department store chain’s fashion stylists generated $150 million in revenue during the pandemic, working with customers using new technology, like online chats with customers.
- Now that every retailer has data, personalization must mean more than knowing your customer’s name or birthday.
For a 153-year-old retailer, Saks Fifth Avenue proved to be quite nimble when the pandemic closed its stores. It added virtual appointments with its fashion stylists, embraced curbside pickup and improved its online experience.
But the most important lesson Saks learned from the crisis, according to president and CEO Marc Metrick, was that even in a pandemic, people crave fashion.