Saks Global has released a new hyper-personalized homepage as part of the Saks Fifth Avenue online and mobile app experience. The personalized homepage is dynamically assembled based on each incoming visitor’s purchase intent so that the layout of the page, the content and the strategies seen by each customer is customized just for them. To guide the homepage features and recommendations, the company is using machine learning to refine recommendations in real time based on each customer’s predicted intent and preferences, continuously adjusting with any action on the site–from products viewed to pages visited. Since initially launching the personalized homepage to 5% of ecommerce traffic, the company has gradually scaled the release to more visitors, achieving a significant milestone of directing 100% of Saks.com traffic to the personalized homepage. Performance of the homepage has exceeded expectations, driving a 7% increase in revenue per visitor and improving conversion by nearly 10%. Through its industry-leading personalization strategy, Saks Global aims to make each consumer’s browsing and purchasing more inspiring and convenient by meeting them with more relevant products, brands and categories as soon as they land on the homepage. To accelerate Saks Global’s personalization strategy and build upon its success to date, the company mobilized a team of cross-functional experts to drive a new project focused on rapid experimentation and AI-driven innovation to deliver personalized customer journeys across channels. The team prioritizes improvements to the digital customer experience, developing new features, content templates and recommendation algorithms by leveraging user experience (UX) research, data-informed insights and A/B testing. Onsite and off, the team’s goal is to drive strategies that personalize the customer experience to enable growth.