Bath & Body Works Teams With Accenture for Tech Transformation and AI-powered Customer Experiences

Bath & Body Works, the personal care and home fragrance products retailer, said it forged a multiyear collaboration with Accenture to modernize and simplify its core digital and technology platforms. The initiative aims to leverage the latest advancements in digital marketing technology, artificial intelligence and generative AI to elevate the shopping experience and drive growth for the retailer.

Gina Boswell, chief executive officer of Bath & Body Works, said the company is building “a strong foundation in technology to unlock the power of digital tools, data and AI. This will allow us to deliver exceptional customer experiences, improve our agility and achieve profitable growth.”

As part of the collaboration, Bath & Body Works will develop innovative features such as a digital “Fragrance Finder” powered by gen AI. This interactive tool will help customers discover their perfect fragrance based on individual preferences. Accenture’s research reveals that over half of consumers (51 percent) are already receptive to using conversational AI solutions, making this a timely addition for Bath & Body Works.

“We’re combining Bath & Body Works’ fragrance expertise with cutting-edge technologies like AI-powered experiences, mobile apps and advanced marketing tools,” said Thilina Gunasinghe, chief digital and technology officer at Bath & Body Works. “This will allow us to create highly personalized and immersive experiences for our customers.”

Julie Sweet, chair and CEO of Accenture, said through the collaboration, the two companies will “build a robust digital core powered by cloud technology, data and AI. This will empower Bath & Body Works to create value, achieve growth and continuously delight their customers in new ways.”

Bath & Body Works offers body lotions, creams, fine fragrance mists, candles, diffusers and liquid hand soaps. The retailer has 1,850 company-operated locations in the U.S. and Canada, with more than 480 franchised locations internationally.

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