Bath & Body Works, in partnership with Accenture, is embarking on a transformative journey to revamp its core technology platforms. By harnessing the power of the latest digital advancements, marketing technologies, artificial intelligence, and generative AI solutions, the company aims to redefine the retail experience. A key innovation in this collaboration is the development of a digital Fragrance Finder. This generative AI-powered tool offers a conversational experience that guides customers to discover their ideal fragrance, meticulously tailored to their unique preferences.
The Accenture Consumer Pulse 2024 survey has shed light on consumer attitudes towards AI, indicating that a slight majority (51%) are already receptive to engaging with conversational AI solutions. This openness to AI-driven interactions signals a shift in consumer behavior and a readiness to embrace technology in personal shopping experiences.
Gina Boswell, CEO of Bath & Body Works, emphasizes the strategic importance of this alliance with Accenture. “Our partnership is grounded in establishing a robust technological base, which is essential for scaling up the integration of digital, data, and AI. This integration is crucial for enhancing customer experiences, achieving greater business agility, and improving overall performance,” she stated. Boswell further elaborated that this technological leap would be instrumental in driving profitable growth by optimizing operations, elevating the brand’s presence, and captivating customers with personalized, frictionless experiences that inspire loyalty and repeat visits.
Thilina Gunasinghe, Chief Digital and Technology Officer at Bath & Body Works, highlighted the company’s commitment to leveraging its expertise in fragrances while incorporating state-of-the-art technology and AI to create unparalleled customer experiences. “Our focus is on maximizing our fragrance prowess and complementing it with the latest technological innovations and AI capabilities. This includes native mobile applications, headless commerce, advanced marketing technologies, and transformer-based neural networks. Our goal is to deliver highly relevant and immersive experiences to our customers with unprecedented precision,” Gunasinghe stated.
This strategic move by Bath & Body Works, with Accenture’s expertise, marks a significant step towards a future where retail experiences are not only personalized but also deeply integrated with innovative technologies that redefine the way customers interact with brands. The initiative is poised to set a new standard in retail, offering customers a seamless journey from discovery to purchase, all while ensuring that their individual needs and preferences are at the forefront of the shopping experience. The collaboration is a testament to the potential of AI and digital technologies in transforming the retail landscape and enhancing customer engagement.