What: Kristin Maa, senior vice president of growth at Saks Fifth Avenue, shares insights with Business of Fashion on how luxury e-commerce is being transformed.

Why it is important: Saks Fifth Avenue Vice President of Growth highlights the use of data science to understand first purchase behaviours and stylistic preferences for a more personalised product curation and shopping experience.

Saks has built a marketing model for assessing several different clues that can indicate the high lifetime value potential of customers, eliminating the need to wait for them to cross a high spending threshold before Saks can recognise them.

Saks’ VP of growth also indicated the importance of two-way communication between brands and consumers as a new expectation of luxury retail today. As well, diversifying content across digital platforms can provide a more dynamic presence for customers to interact with, while ensuring authentic and meaningful communication gets delivered to the right audience.

Saks VP of growth shares insights on luxury e-commerce transformation