JCPenney boosts beauty customer experience, data collection with AI
JCPenney is reporting successful results from offering artificial intelligence- and augmented reality-based virtual beauty tools.
The department store giant has been leveraging AI- and AR-equipped beauty solutions from Revieve since 2022. Applications include AI-based skincare and haircare advisor tools, as well as a virtual makeup try-on solution. These AI- and AR-based experiences are delivered as part of the omnichannel, inclusive J.C. Penney Beauty environment introduced n fall 2021.
[READ MORE: J.C. Penney plans inclusive ‘store-within-a-store’ beauty experience]
JCPenney reports the following specific results from implementing its Revieve AI beauty solutions:
AI Skincare Advisor: Users engaging with the platform exhibited a 23% higher average order value (AOV) compared to other shoppers and substantially increased customer engagement with consumers spending 103% more time on-site.
AI Haircare Advisor: Customers using this solution experienced a 20% increase in AOV compared to other JCPenney e-commerce users and spent twice as much time on the site.
AI Makeup Artist Virtual Try-On: For mass brands, the virtual try-on solution achieved a 108% increase in conversion rates, a 24% increase in AOV, and a 75% increase in user time spent on the site. For prestige brands, the solution increased conversion rates by 65%, AOV by 24%, and time spent on the site by 69%. within JCPenney's e-commerce strategy.
In addition, the retailer says by obtaining access to rich zero- and first-party data it has been able to make more informed and targeted business decisions, leading to increased engagement, higher conversion rates, and stronger customer loyalty across both digital and in-store channels.
"We are committed to delivering personalized beauty experiences that truly empower every individual," said Jo Osborne, senior VP, general merchandise manager for beauty and center core at JCPenney. "Our partnership with Revieve has been a game-changer, not only allowing us to merge the convenience of online shopping with customized beauty recommendations but also providing us with invaluable customer insights through enhanced data collection. This data-driven approach enables us to better understand and respond to our customers' unique needs, ensuring every individual feels recognized, supported, and confident in their beauty journey."
Revieve utilizes a Google Cloud infrastructure to support these digital beauty solutions. Through this beauty partnership and others, J.C. Penney Beauty offers a collection of brands and products that cross categories and price points, including makeup, skincare, fragrance, and hair products and styling tools.
“JCPenney has created a truly personalized shopping experience that connects with their customers on a deeper level,” said Sampo Parkkinen, CEO of Revieve. "By integrating our advanced AI and AR technology, it's exciting to see how these innovations are not only enhancing customer satisfaction but also delivering measurable business growth, proving that personalization is the future of beauty retail."
JCPenney, which emerged from bankruptcy in late 2020 under new owners Brookfield Asset Management and Simon Property Group, currently operates 650-plus stores across the U.S. and Puerto Rico.
