How Saks' CMO Creates a Customer-Driven Approach to Digital

There’s no doubt that the future of retail is digital. And now, Saks is doubling down on that theory by spinning off its digital and e-commerce presence to create a separate entity from its physical stores.

CMO Emily Essner says that the experience for customers hasn’t changed, but spinning off the digital arm allows Saks to solidify its investment in the future of digital in an increasingly complex world. The digital-specific business can focus solely on growing an omnichannel experience without other distractions.

0:00 - Introduction
1:08 - Emily's Work As Saks' CMO
2:31 - Why Saks' Invested In Digital
4:22 - Mindset Around The Digital Business
5:52 - The Difference Between Saks' Physical And Digital Stores
7:20 - Do The Channels Compete With Each Other?
8:16 - How Saks' Plans To Stand Out In The Future
9:31 - Engaging Customers In An Experiential Way
11:20 - How Emily's Role Has Changed
12:43 - How Saks' Gains Insights From Customer Data
14:15 - Customer Lifetime Value
15:81 - What Makes Emily Stand Out As A CMO
16:36 - Calculating The ROI For Digital
18:44 - The Saks' Fifth Avenue Brand
19:57 - Personalization In Shopping
21:42 - Saks' Relations With Merchandisers
22:42 - Rapid-Fire Questions