Saks expands VIP program with omnichannel experiences

Saks is taking its invite-only loyalty program to the next level, including expanded digital services.

The luxury retailer launched a digital segment of Saks Limitless as digital offering tailored to e-commerce customers in 2021 to align with Saks' spinoff as a digital luxury pure-play by owner Hudson’s Bay Company (HBC) and venture capital firm Insight Partners.

[Read More: Big Split: Saks Fifth Avenue stores, online site becoming separate companies]

Saks Limitless currently serves thousands of customers, and is expanding beyond personal shopping services (such as styling) to providing members access to exclusive events and experiences around the world, including Fashion Week in New York, Paris and Milan; shopping trips to global destinations such as Rome; international film festivals; and sporting events and more.

The program is now focusing on offering access to luxury experiences and working with designers to offer special merchandise to members at events. Recent events included an exclusive pop-up shopping experience in Dallas and a weekend getaway for top customers in Aspen, Colo.

Other Saks Limitless benefits and rewards include:

• Digital and in-person styling and personal shopping services: Saks Limitless stylists can serve members digitally or at a Saks Fifth Avenue store.
• Personalized communication and dedicated support: Saks Limitless clients receive curated merchandise selections and styling advice from their dedicated stylist through their preferred communication method, such as text, email, social media or in-person at a local Saks Fifth Avenue store. The program leverages data-driven personalization technology to create customized, shoppable content for members.
• Complimentary services and perks: Saks Limitless clients receive access to complimentary services and perks including pre-order early access, “try before you buy” and surprise gifts for birthdays, holidays and membership milestones. Members also receive SaksFirst Diamond loyalty program benefits.

"As the largest luxury e-commerce platform in the U.S., we are committed to serving the full spectrum of luxury customers, especially those who are most loyal to Saks," noted Emily Essner, chief marketing officer, Saks. "Luxury consumers are an important part of our long-term growth strategy, and we look forward to building deeper relationships with these customers both online and in-person through our expanded Saks Limitless program.

"We are excited to see Saks Limitless continue to grow as we deliver highly personalized service and access to once-in-a-lifetime experiences that money can't buy," noted Mariel Sholem, VP of client engagement, Saks. "Our recent activations in Dallas and Aspen are perfect examples of how we bring the Saks experience to life in unique and compelling ways that are relevant to our top clients' lifestyles."