JCPenney is teaming up with predictive AI provider Metrical to transform its e-commerce strategy and boost customer experience.

Since deployment the retailer has seen a 40% spike in new cart creation, an 18% dip in cart abandonment and a 10% boost in revenue on targeted visits, according to a press release.

"Helping customers in their online shopping journey is a major advantage in today's online retail market," Richard Adams, VP of digital experience, JCPenney, said in the release. "We partnered with Metrical's predictive AI to give us the ability to better understand our shopper's online journey in real time, enabling us to deliver an improved customer experience."

By feeding billions of data points into a series of unique behavioral models, Metrical can determine what will help the shopper in purchase decisions.

"Every retailer is looking for an 'edge' to boost their profitability while providing a memorable shopping experience," retail analyst and author Steve Dennis said in the release. "The beauty of Metrical's predictive AI is that it sits quietly in the background, observing customers' behavior and at the precise moment in time — when it predicts someone is going to leave the site, it makes a recommendation that moves the shopper along the ideal customer journey toward purchasing."

JCPenney operates more than 650 stores across the United States and Puerto Rico in addition to the company's flagship store, jcp.com.

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