There’s no doubt that the future of retail is digital. And now, Saks is doubling down on that theory by spinning off its digital and e-commerce presence to create a separate entity from its physical stores.

CMO Emily Essner says that the experience for customers hasn’t changed, but spinning off the digital arm allows Saks to solidify its investment in the future of digital in an increasingly complex world. The digital-specific business can focus solely on growing an omnichannel experience without other distractions.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.