Bath and Body Works is a company that specializes in personal care and home fragrance. Its popular products include body mist, body lotion and body cream, three-wick candles, home fragrance diffusers, and liquid hand soap.
In the Philippines, you can get Bath and Body Works’ body care essentials, including hand soaps, sanitizers, fragrances, and even candles and home stuff at malls (mostly SM) and online at www.bathandbodyworks.ph.
Most recently, Bath & Body Works Inc. entered into a collaboration with tech company Accenture to modernize, transform and simplify its core digital and technology platforms. This is part of Bath & Body Works’ multi-year program to elevate the brand and leverage the latest technologies in digital, MarTech, AI, and generative AI (gen AI).
“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, Bath & Body Works, in a press release. “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.”
The personal care brand, in collaboration with Accenture, will also 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. This comes as Accenture’s Consumer Pulse 2024 research showed that more than half (51 percent) of consumers are already open to using conversational AI solutions. “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, chairman 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.”
Accenture Song, the advertising and marketing services arm of Accenture, recently launched a report, titled “Generative AI for Customer Growth,” which found that companies applying gen AI to customer-related initiatives can expect to achieve 25 percent higher revenue after five years than companies that focused only on productivity.
“We are already seeing rapid changes in retail, an industry facing structural headwinds. Some of our clients who are working with thin margins are using generative AI to free up resources. That gain is reinvested in operational improvements. For them, an incremental approach is not an option, they need to reinvent so generative AI is core to their strategy—not as proof of concept but in production, and not just for efficiency but to drive new types of growth through marketing, sales and service,” said Accenture Song in the report.
For the report, Accenture Song surveyed 1,000 global C-level executives and investigated how companies are investing in generative AI and related technologies. Accenture supplemented its findings with 30 expert interviews with thought leaders, technology experts, policy specialists, and creative professionals. n
Image credits: FROM BATH & BODY WORKS ON INSTAGRAM
