JCPenney has implemented a new predictive shopper engagement solution from Metrical as it works to transform and improve its ecommerce experience. Since implementing the AI-based tool, the retailer has seen a 40% increase in new cart creation, an 18% reduction in cart abandonment and a 10% improvement in revenue on targeted visits.
The Metrical solution uses predictive AI to understand what actions might help shoppers in their purchase decisions. Shopper data points are fed into behavioral models that predict when a shopper is close to leaving the site and then makes a recommendation — such as a special opportunity, a substitute product or an additional service — to move the customer toward purchase.
“Helping customers in their online shopping journey is a major advantage in today’s online retail market,” said Richard Adams, VP of Digital Experience at JCPenney in a statement. “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.”
JCPenney — which was bought out of bankruptcy in December 2020 by mall operators Simon Property Group and Brookfield Asset Management alongside brand management firm Authentic Brands Group — has made a number of moves to streamline operations and up its game in the last year. Following the sale, CEO Jill Soltau stepped down in January 2021 and the company’s new owners began a search that is still ongoing for a new leader to reinvigorate the brand. Then in May 2021, the company announced it was cutting 650 jobs, approximately 1.5% of its workforce. These administrative actions have been accompanied by refreshes on the brand side of the business, including the launch of a new beauty experience focused on BIPOC brands and the addition of new private label products.