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08/23/2022

Dick’s attacks cart abandonment with predictive AI

Dan Berthiaume
Senior Editor, Technology
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Dick’s Sporting Goods Inc. is dynamically targeting individual online shopper needs in real time.

The nation’s largest sporting goods retailer is deploying artificial intelligence (AI)-based software from Metrical to reduce cart abandonment by applying deep, real-time data to determine what will prompt a customer to stay with their purchase. AI is a cornerstone of Dick’s online strategy, because of the technology’s ability to focus on the motivations of individual shoppers, while providing actionable insights and analytics.

By combining real-time data analytics along with continuously learning predictive models, Dick’s intends to broaden its use of AI-based personalization across all customer interactions and stages of the shopping journey.

Eventually, Dick’s hopes this will result in a seamless online and in-store experience that is highly detailed and personalized, regardless of where a shopper is located or what they want to accomplish.

“Cart abandonment was a key strategic area for us to optimize at Dick’s Sporting Goods,” explained Miche Dwenger, VP e-commerce experience at Dick’s. “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.

“A key part of improving customer lifetime value is ensuring the digital and physical store experiences complement and support each other seamlessly,” Dwenger continued. “As we gain insights, we’re able to make more informed recommendations in both environments.”

“Metrical is continuously understanding where the customer is on their journey and when appropriate, engaging them with relevant, targeted content including product information, offers, chat rooms, video demonstrations and more,” said Zabe Agha, Founder and CEO of Metrical. “Our goal is to help retailers increase carts created, reduce carts abandoned, and protect margin all while providing customers with a world-class experience that increases overall life-time value.”

Dick’s drives mass personalization effort

By partnering with Metrical, Dick’s is building on efforts to install a data backbone to track real-time customer data for personalized marketing at scale. In fall 2021, the retailer implemented the Adobe Experience Cloud platform to support an initiative to quickly deliver digital customers experiences that can be scaled during peak periods.

Utilizing Adobe business intelligence technology as a base, Dick’s is able to better understand what customers are looking for when they engage online, and augment the experience to make it feel more relevant to the individual. Dick’s can also move more quickly with Adobe Experience Manager cloud service, delivering new web and mobile experiences that are modular and scalable during peak shopping periods.

Dick’s is also rolling out the Adobe Real-Time Customer Data Platform (RTCDP), part of its Adobe Experience Platform CRM solution. RTCDP provides a foundation to gather customer insights across channels while interactions are taking place, with the goal of enabling real-time personalization.

Dick’s will also be able to provide marketers with access to deeper insights on the overall customer journey, as shoppers move between digital channels.

Founded in 1948 and headquartered in Pittsburgh, Dick’s Sporting Goods Inc. operates more than 850 Dick’s Sporting Goods, Golf Galaxy, Field & Stream, Public Lands, Going Going Gone!, and Warehouse Sale stores, online, and through the Dick’s mobile app. Dick’s Sporting Goods also owns and operates Dick’s House of Sport and Golf Galaxy Performance Center; as well as GameChanger, a youth sports mobile app for scheduling, communications, live scorekeeping and video streaming.