Retailer JCPenney is improving paid search conversions, reduced cart abandonment and the online customer experience with a more targeted approach using Metrical's predictive AI modeling-based solutions.

The technology has delivered a 40% increase in new cart creation, an 18% dip in cart abandonment and a 10% boost in revenue on targeted visits, according to a press release.

In fact all results have exceeded return-on-investment goals.

"JCPenney is an ideal customer because they continually challenge us to try new things and expand our capabilities," Zabe Agha, founder and CEO of Metrical, said in the release. "But they are far from unique. Many of our customers see conversion rates improve anywhere from 15% to 36%, revenue increases from 5% to 37%, and cart abandonment rates dropping 5% to 25%. This in addition to increases in overall cart size and value, more time spent on site and over 1,100% improvement in return on ad spend."

The technology, according to JCPenney VP of Marketing Effectiveness Pratik Kodial, has helped solve a poor online conversion rate. The retailer had been using discounts to drive sales — a costly and unsustainable approach. The goal was to convert customers without sacrificing margin.

"Our thought was how do we get those conversion levels and Metrical was a great solution for us because they focused on those customers who had the highest intent of purchase but were potentially going to abandon," Pratik said in the release. "We're not necessarily throwing out coupons but being more targeted with our approach."

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