Bath & Body Works in digital transformation partnership

Bath & Body Works Inc. is partnering with a leading consulting firm to modernize, transform and simplify its core digital and technology platforms.

The personal care and home fragrance retailer is collaborating with Accenture in a multi-year program that is part of a larger corporate strategy to elevate its brand and leverage the latest technologies in digital, marketing solutions, artificial intelligence and generative AI to drive growth.

As part of its growth strategy, Bath & Body Works will also work with Accenture to create new capabilities like a generative AI-based digital fragrance finder, a conversational tool designed to help customers find a fragrance precisely tailored to their individual preferences. 

"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," said Gina Boswell, CEO of Bath & Body Works. "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."

"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," said 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," said 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."

Bath & Body Works operates more than 1,850 company-operated Bath & Body Works locations in the U.S. and Canada and more than 480 international franchised locations, as well as an online storefront.