Case Study: HBC's Saks Fifth Avenue improves digital shopping experience with FullStory

HBC's Saks Fifth Avenue Innovates Its Digital Shopping Experience with FullStory

Hudson’s Bay Company, owner of Saks Fifth Avenue, needed a better way to surface actionable digital experience insights. Technical complexity and overburdened data teams made it difficult for product owners to quickly identify shopper frustrations and prioritize improvements across its luxury retail sites.

By adopting FullStory (and integrating it with Medallia), teams gained contextualized, real-time views of customer journeys to diagnose issues like navigation friction, dead clicks, and rage clicks. The Saks+ pilot was validated, 18 bugs were identified and fixed in three months, and three site migrations were kicked off, enabling faster issue resolution and more customer-tailored web experiences.

HBC SAKS

Yi Cao

Senior Manager, Product Research