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Saks launches blog to engage loyalists, promote products

December 10, 2010

Saks keeps trust with new blog

Saks Fifth Avenue has expanded its online presence to engage its loyal customers while also serving as a vehicle for advertising the products it sells through its new blog.

Members of the staff contribute posts on topics such as fashion, retail advice and places to eat in New York City. The blog, Saks Point of View, is using its conversational tone as a way to connect with its customers.

“The approach that Saks Fifth Avenue is taking with their blog seems to be spot-on, tapping into the exclusive lifestyle, and talking more about the Saks district versus the actual retail environment,” said Jennifer Petell, project manager at Firefly Milward Brown, Westpoint, CT. “While Saks is currently a brand in and of itself, it is also a portal to several other luxury brands.”

Firefly is not affiliated with Saks. Ms. Petell agreed to speak as a third-party expert.

A personal connection
Saks Point of View is being used as a way to not only propel itself forward as a luxury brand, but also to act as a channel for the brands being sold in its store.

Since luxury consumers want to feel connected to a brand, having a blog is a good way to engage personally with a large number of people.

“Consumers who may gravitate toward more luxury brands, there is a desire to feel as though brand is talking specifically to them,” Ms. Petell said. “They are looking for a more V.I.P or exclusive experience.”

“To them it is mainly about exclusive and platform specific content, all-access to a brand and more of an experience, which is the essence of many luxury brands,” she said.

Blogs connect with its consumers in a way that Facebook and Twitter accounts cannot. They seem more personal, which is extremely important to a luxury customer that needs to feel a connection to the brand.

The truth about honesty
Consumers tend to go to blogs for information and advice. They even may be considered a source of expert information regarding products and brands.

Ms. Petell argues that blogs work better than Facebook or Twitter in gaining a consumer’s trust because consumers expect blogs to be honest about brands and not just there as a marketing ploy.

“The brands playing in the social media space have generally experienced some negativity in the minds of consumers as they assume brands are only there to sell themselves and are playing a traditional marketing role,” Ms. Petell said.

“Consumers are appreciative of transparency and two-way dialogue when offered by brand blogs,” she said.

Since Saks also advertises other brands, its honesty is what will set it apart from other retail-driven blogs.

Loyal consumers who trust the brand will appreciate Saks more if they are given the truth about what to expect when it comes to luxury brands.

“Consumers turn to blogs for expert advice, viewing them as a more neutral third party advisor who will be completely truthful about all aspects of a brand – the good, bad and ugly,” Ms. Petell said.

“How the blog approaches discussion of other brands will be critical to establishing credibility and popularity moving forward,” she said. “That is, not placing every brand or piece on a pedestal and maintaining a degree of transparency and honesty.”

Final take
Peter Finocchiaro, editorial assistant at Luxury Daily, New York

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.