The Entertainer Overhauls Digital Strategy With THG Commerce

The partnership, part of the THG Ingenuity ecosystem, focuses on reshaping how families and collectors navigate the brand's expansive product range. THG Commerce will integrate AI-enabled shopping assistance and intent-led search capabilities, leveraging Google Cloud’s Vertex AI and Gemini models to provide more intuitive discovery paths. Beyond search, the overhaul will introduce curated product journeys and dynamic recommendations to bridge the gap between online browsing and the retailer’s physical footprint.

A core objective of the new platform is to refine the Click & Collect process, ensuring a more seamless transition between digital research and store pickup. By building this foundation now, the retailer intends to create a scalable architecture that accommodates future growth in loyalty programs, retail media, and social commerce. This initiative marks a significant push toward a fully integrated omnichannel proposition as the company prepares for its 2027 platform launch.