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How Saks Fifth Avenue put personalisation at the core of its strategy

Integrating its personalised in-store service into its online offering during the pandemic last year solidified Saks Fifth Avenue’s position as a go-to luxury destination, according to Emily Essner, chief marketing officer at the department store. “We have 3,000 stylists across our stores who are well-trained and ready to help all of our customers with whatever they’re looking for. We also offer this in a lot of ways online,” said Essner at the recent eTail Virtual Summit and Expo 2