THG plc’s complete commerce division, Ingenuity, has created a strategic alliance with international professional services brand, PwC, to help brands design, build and run immersive customer experiences online.

The strategic alliance will help brands across sectors and categories access leading technology throughout the direct-to-consumer (DTC) spectrum. PwC will lead on the business strategy, research and design of the brand web stores and Ingenuity will provide the technology and operations to create a frictionless ecommerce experience.

Backed by 18 years of technical and operational commerce expertise and global brand development, Ingenuity powers the ecommerce growth of many of the world’s leading brands including Coca-Cola, Kraft Heinz, Mondelēz, Homebase, and others. Offering a complete solution to commerce, spanning technology, operations and digital services, Ingenuity enables customers to accelerate brand growth through digital transformation.

PwC brings deep consumer markets and retail industry expertise to help leading organisations change for the better, helping brands to consider how technology can improve the sales and service experience and efficiency while increasing the impact of the employee and customer experience. The strategy teams combine business strategy, operating models, customer insight and experience design to optimise the ecommerce capabilities and end customer experience for positive commercial, customer, social and environmental impact.  

Vivek Ganotra, Ingenuity CEO, said: “We are delighted to form a strategic alliance with PwC that helps brands create engaging and relevant commerce experiences. By bringing together PwC’s strategic and creative experience with Ingenuity’s proven ecommerce platform capabilities, our alliance will give in-house teams a launchpad to transform their digital operations whilst ensuring that the customer experience and customer-brand relationship remains at the heart of the purchase.”

Tom Adams, Experience Consulting and Marketing Transformation Leader for PwC UK, added: “As -ecommerce becomes an increasingly critical channel for client growth, we look forward to combining our deep industry, strategic and creative expertise with Ingenuity’s powerful ecommerce technology and operations to help brands reduce costs, grow revenues and improve customer engagement, satisfaction and loyalty.”