Case Study: Saks Fifth Avenue achieves 10x target ROAS and increases online revenue with SundaySky

Increasing Online Revenue While Maintaining High ROAS

Saks Fifth Avenue, the luxury department‑store brand of Hudson’s Bay Company with six stores and about five million monthly website visits, aimed to grow online sales while holding ROAS to a specific benchmark. The core challenge was recovering website abandoners and driving incremental return visits and revenue without significantly increasing ad spend.

Saks partnered with SundaySky to serve modular, personalized SmartVideo retargeting (15– and 30‑second programmatic ads) that dynamically featured a shopper’s last‑viewed items, SKUs, categories, and localized messaging; they split inventory to measure desktop vs. mobile and later added Facebook with creative tests. The program exceeded expectations—achieving 10x the target ROAS within a month—leading Saks to increase ad spend and expand the media mix.

Saks Fifth Avenue