Dick’s Sporting Goods Taps Metrical to Personalize CX

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Dick’s Sporting Goods is partnering with Metrical and using Metrical’s predicitive AI decision engine to reduce cart abandonment, boost loyalty and brand support as well as drive revenue and targeted customer engagement and a personalized shopping experience.

The goal is to target the individual shopper’s need in real-time and gain more actionable insight and analytics as well, according to a press release.

Given the success of an initial pilot the retailer plans to expand use of AI across the business enterprise.

“Cart abandonment was a key strategic area for us to optimize at DSG,” Miche Dwenger, VP of e-commerce experience at DSG, said in the release. “We tried both third party and in-house developed solutions, but none delivered the results we wanted because they lacked a predictive capability. Metrical’s predictive AI engine not only improved cart conversions, but its ability to dynamically present personalized content including messages, offers and other relevant information has enabled us to dramatically improve the customer experience.”

The combination of deep, real-time data along with continuously learning predictive models will enable DSG to broaden the use of AI-based personalization across all customer interactions and stages of the customer’s journey. The goal is a seamless online and in-store experience that is uniquely rich and personal, regardless of where a shopper is or what they are wanting to do, according to the release.

“A key part of improving customer lifetime value is ensuring the digital and physical store experiences complement and support each other seamlessly,” Dwenger said in the release. “As we gain insights, we’re able to make more informed recommendations in both environments. In addition, Metrical works seamlessly with other vendors in our tech stack, including product recs, email marketing, text messaging and more so we are currently exploring opportunities to expand AI’s use into additional applications.”