The National Retail Federation predicts overall retail sales will grow just 2.8 percent this holiday season, but some luxury retailers have their sights set higher, in part to their amped-up digital marketing efforts. Saks, owner of Saks Fifth Avenue and Saks.com, expects sales growth this year of 8-9 percent, according to CEO Stephen Sadove. The company will achieve those numbers with the help of a growing arsenal of digital marketing tools, including Facebook marketing, more agile use of customer data, and evolving e-commerce tactics.
Speaking at an event held by the Society of American Business Editors and Writers last week, Sadove said, “The Internet is now an integral part of our marketing program and the work we do with vendors.”
For example, Sadove said the company has merged store and Internet shopping data and is now using the combined purchase behavior to market to regular customers based on that history. If someone buys cosmetics only online, a sales rep might alert her to a new eyeliner product available through the website, for example.