Saks Fifth Avenue and Salesforce announced Tuesday new ways the luxury apparel retailers will leverage Salesforce’s ecommerce platform, just as Salesforce’s annual Dreamforce event kicked off in San Francisco.

Saks and Salesforce’s work together will include the use of the latter’s new Agentforce offering, which is being demoed at Dreamforce. The artificial intelligence (AI)-powered suite of autonomous agents and tools is being marketed to enterprise companies, including retailers, targeting outcomes for personalized service, customer loyalty and other dimensions of the retail experience.

Saks parent company Hudson’s Bay Co. (HBC) is No. 26 in the Top 1000. The database is Digital Commerce 360’s ranking of North America’s largest online retailers. There, Digital Commerce 360 categorizes it as an Apparel & Accessories retailer.

In North America, 76 of the top 2000 online retailers use Salesforce’s ecommerce platform, Digital Commerce 360 data shows. In 2023, those 76 online retailers combined for more than $136.077 billion in web sales.

How Saks plans to use Salesforce’s Agentforce

“We are thrilled to partner with a technology leader like Salesforce to accelerate our efforts to meet luxury consumers’ increasing demands for a highly personalized shopping experience,” said Marc Metrick, CEO of Saks Global, which oversees Saks, Saks Fifth Avenue Stores and Saks Off 5th. “With Salesforce’s expertise in leveraging the power of data and AI, we will be better equipped to serve luxury shoppers with seamless experiences tailored to their individual preferences.”

The collaboration deepens the use of Salesforce’s platform at Saks. The company will use features from Salesforce’s Customer 360, which will link the platform’s:

• Commerce Cloud
• Slack AI
• Agentforce
• Data Cloud

In turn, Saks will use those capabilities to market to customers and refine experiences at scale, based on the merchant’s data.

Commerce Cloud is already in use at Saks for sales-tracking, order-processing and fulfillment. Going forward, the addition of autonomous Agentforce Service Agents will bring new ways for customers to update order information or otherwise engage with service channels. Customer support will also use Salesforce’s Data Cloud to bring data together from different places to unify customer profiles.

Looking ahead, Saks will also use Data Cloud to unify and harmonize data from across systems into a single, comprehensive customer profile. Customer representatives and style advisors will use that data, in combination with Agentforce Agents. Output may include “AI-driven recommendations” based on customers’ individual activity histories.

“Salesforce has been key to our success in luxury retail, particularly in ecommerce,” Metrick said. “We look forward to all we can accomplish together as we continue to advance our relationship.”

Saks and Agentforce in Dreamforce keynote

Salesforce mentioned Saks in a Monday press conference previewing its Agentforce features at Dreamforce. On Tuesday, Marc Benioff, the chair, CEO and co-founder at Salesforce, discussed Agentforce further in his Dreamforce keynote.

Marc Benioff, co-founder, chair and CEO at Salesforce | Image credit: Salesforce

“Agentforce is leading the Third Wave of AI, advancing beyond copilots to a new era of intelligent, low-hallucination agents that set a new standard for accuracy and relevance with unmatched trust and scalability,” Benioff said in a released statement.

Benioff touted the personalization features available to Saks as a retailer, highlighting its use case as a Salesforce customer.

“Saks is revolutionizing luxury retail by leveraging the power of the Salesforce Platform,” he said. “With Customer 360, data, and Agents, they are creating more personalized and connected customer experiences, fostering deeper relationships, and driving growth.”

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