Bath & Body Works is set to revolutionize the fragrance shopping experience with the launch of its generative AI-powered fragrance finder, Gingham Genius, later this year. This innovative tool aims to boost customer engagement and drive sales by offering personalized scent recommendations through a conversational interface.
Key Takeaways
Bath & Body Works will launch a generative AI-powered fragrance finder called Gingham Genius.
The tool uses large language models and data to provide personalized scent recommendations.
The initiative is part of the company's strategy to modernize its digital and technology platforms.
Accenture is collaborating with Bath & Body Works to develop and implement the AI tool.
A New Era in Fragrance Shopping
Bath & Body Works is gearing up to introduce Gingham Genius, a generative AI-powered fragrance finder designed to enhance the customer shopping experience. According to CEO Gina Boswell, the tool will feature a conversational interface where customers can describe a scent or candle, and the AI will provide personalized recommendations. This initiative is expected to increase customer traffic and sales over time.
Strategic Technological Advancements
The launch of Gingham Genius is part of Bath & Body Works' broader strategy to improve its foundational technology capabilities. After separating from Victoria's Secret in 2021, the company prioritized establishing independent IT capabilities. This effort was largely completed by the summer of 2023.
To support future growth, Bath & Body Works appointed Thilina Gunasinghe as Chief Digital and Technology Officer in April 2023. Gunasinghe has been instrumental in driving the company's technology roadmap, which includes leveraging generative AI to enhance customer experiences.
Collaboration with Accenture
In June, Bath & Body Works partnered with Accenture to modernize its core digital and technology platforms. This collaboration aims to leverage 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.
Gina Boswell emphasized the importance of this partnership, stating, "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."
Future Prospects
The Gingham Genius fragrance finder is set to launch in the fourth quarter of this year. Bath & Body Works is optimistic that this innovative tool will not only elevate the brand but also provide a more seamless and personalized shopping experience for customers. The AI-powered fragrance finder will feature every scent in the company's catalog, categorized by seasons, experiences, wellness, and more.
As Bath & Body Works continues to invest in technology and AI, the company is poised to set new standards in the retail industry, offering customers a unique and engaging shopping experience.
Sources
Bath & Body Works to launch generative AI fragrance finder, Retail Dive.
Bath & Body Works to launch generative AI fragrance finder, CIO Dive.
Bath & Body Works to launch generative AI fragrance finder, CIO Dive.
Bath and Body Works To Launch Generative AI Fragrance Finder - RetailWire, RetailWire.