Bath & Body Works puts focus on innovative retail technology solutions as it inks multi-year deal with Accenture

Bath & Body Works is collaborating with Accenture to modernise, transform and simplify its core digital and technology platforms.

This multi-year initiative is part of the retailer of personal care and home fragrance products’ strategy to elevate the brand and leverage the latest technologies in digital, MarTech, AI and generative AI (gen AI) to drive growth.

“Our collaboration with Accenture is about having a strong technology foundation and scaling the power of digital, data, and AI to deliver new levels of customer experiences, agility and performance,” says Gina Boswell, CEO, Bath & Body Works.

“This will help us accelerate profitable growth by enhancing our operations, elevating our brand and engaging our customers differently through personalised and seamless experiences that keep them coming back.”

Bath & Body Works will also work with Accenture to create new and innovative capabilities like a digital Fragrance Finder, a gen AI powered conversational experience to help customers find the perfect fragrance tailored to their individual preferences.

“We are focused on leveraging our core strengths in fragrance and augmenting these with cutting-edge technology and AI experiences such as native mobile, headless commerce, MarTech and transformer-based neural networks to deliver hyper-relevant and immersive experiences to customers with greater precision,” says Thilina Gunasinghe, Chief Digital and Technology Officer, Bath & Body Works.

“Our collaboration with Bath & Body Works on its continuous reinvention will help this beloved brand continue to raise the bar on the retail customer experience,” says Julie Sweet, Chair and CEO, Accenture.

“Together, we will build a strong digital core of cloud, data and AI and innovative gen AI solutions that can help Bath & Body Works create value, foster growth and continually delight their customers in new ways.”