Saks keeps a close on web sales and web-generated store traffic

Of the many metrics retailers can focus on, Saks Direct picks three to look at regularly to see how its business is doing online, Robert Dykman, Saks Direct CTO, told the Retail Systems 2001 Conference. Dykman says Saks Direct, which operates Saksfifthavenue.com, looks at how well key products are selling, which online marketing vehicles are producing the best results and how its online partners are faring on the site. But Dykman said sales on the web are only part of the picture. “The big objective of the web has always been to drive traffic into the store and use the web site for marketing,” Dykman said. “It will be even more valuable to be able to track how the web is driving customers into Saks stores.”