Online fashion retailer New York & Company announced it will use an artificial intelligence (AI)-powered solution from the technology vendor Metrical to address personalization and conversion optimization for its website.
Metrical, which lists Dick’s Sporting Goods, Fossil Group, Hot Topic and others among its clients, offers “behavioral engagement solutions,” which are intended to improve customer experience. Specifically, New York & Company plans to use Metrical’s offerings for real-time predictive engagement. By doing so, the merchant hopes to make its ecommerce experience more personalized, responsive and dynamic.
New York & Company ranks No. 197 in Digital Commerce 360’s Top 2000 Database. The Top 2000 ranks the largest North American online retailers by their annual ecommerce sales and more. The company appears in the Apparel & Accessories category. Digital Commerce 360 projects Macy’s total web sales in 2025 will reach $469.35 million.
New York & Company web sales by year
How New York & Company plans to use AI to improve personalization
“We’re thrilled to partner with Metrical to bring cutting-edge personalization to our customers,” said Laura Cantor, vice president of marketing and ecommerce at New York & Company. “Their AI-driven approach allows us to connect with shoppers in the moments that matter the most.”
Personalization is important for leading online retailers in 2025. In a February 2025 survey of online merchants, 48% of respondents told Digital Commerce 360 that it was a reason they were spending more on ecommerce technology than they had in 2024.
For New York & Company, its leadership sees personalized customer experience as helping it to achieve its current mission. The brand refocused on ecommerce after its former owner, RTW Retailwinds, filed for bankruptcy in 2020. The retailer is now owned by ADJHA NY&Co. LLC, according to its website.
Why New York & Company chose Metrical
As for how New York & Company will leverage Metrical’s technology, Cantor sees great potential.
“It’s a perfect fit for our mission to deliver inspiration, convenience, and a truly personalized visit every time someone visits New York & Company online,” she stated.
Likewise, Metrical’s leadership sees New York & Company as an example of where its technology can be best utilized.
“Metrical’s partnership with New York & Company is another example of how forward-thinking retail brands are using predictive AI to transform ecommerce performance,” said Rameet Kohli, the co-founder, president and chief operations officer at Metrical. “By blending real-time behavioral data with effortless on-site deployment, we’re helping New York & Company deliver meaningful experiences that respect the customer journey, proving that smart, subtle engagements, only when necessary, are the most powerful kind.”
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