Bath & Body Works has collaborated with Accenture to modernize, transform, and simplify its core digital and technology platforms.

This is a multi-year program that is part of Bath & Body Works’ strategy to elevate branding and leverage the latest technologies in digital, MarTech, AI, and generative AI (gen AI) to drive growth.
 
Bath & Body Works and Accenture are working to create a digital Fragrance Finder, a gen AI conversational platform to help customers find their ideal fragrance based on personal preference.
 
Gina Boswell, CEO, Bath & Body Works, said, 
 
“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. This will help us accelerate profitable growth by enhancing our operations, elevating our brand, and engaging our customers differently through personalized and seamless experiences that keep them coming back.”
 
Julie Sweet, chair and CEO, Accenture, said, 
 
“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. 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.”
 
Thilina Gunasinghe, Chief Digital and Technology Officer, Bath & Body Works, said, 
 
“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.”

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