智慧新零售商場之即時互動AI化研究─以台北某百貨商場為例

Abstract

隨著資訊科技的蓬勃發展帶動電子商務的盛行，對傳統實體商場帶來嚴峻的考驗，甚至很多的百年企業紛紛聲請破產，這股科技浪潮，逼迫著傳統商場開始進行企業改造，有一些商場也開始從實體走向虛擬來加強企業在同業的競爭力，有一些商場不斷地思索如何結合實體商場與虛擬商場各自的優勢來進行虛實整合，也有一些商場希望能透過這些科技設備，為大量的會員做數據的分析，來整理出客戶真正的需求來進行精準行銷，為會員真正做到客製化的服務。 太平洋百貨雙和店於2000年10月開業，到2014年5月正式改制成比漾廣場，一樣面臨傳統商場老舊缺乏吸引力，導致顧客的忠誠度下降，最直接的就是造成整體營收與毛利大幅滑落，也使得招商相當艱困或是招到的品牌次級化，因此在2016年重新招募新的經營團隊，開始進行所有資訊相關設備及資訊系統的改造，先從基礎建設開始奠定基石，建立資訊安全政策，同時著手進行商場科技與數位化，透過結合各種高科技設備與系統，如臉部辨識、擴充實境、人工智慧等，發展出智慧互動促銷廣告系統，再經由這套設備系統的建置，來為傳統商場注入新活力動能，同時也利用這些設備，順勢將實體商場的人流導向虛擬平臺。 在2018年，比漾廣場成立了比漾雲店，與Yahoo、樂天、PChome、momo等經營多年的優質外部商城合作，將實體商場的商品上架到上述各大商城，正式從實體商場走入虛擬商場， 2021年開始打造比漾自有線上百貨商城，建立屬於自己商家的品牌形象，並提升顧客忠誠度，到了2022年更準備將現有的APP系統翻新，希望讓虛實整合能發揮最大的效益，同時讓消費者能有更好的購物體驗，因此本研究首先探討智慧互動促銷廣告系統這套設備的原理與特性，並以比漾廣場例，將這套設備系統實際在商場運作，再結合既有外部電商平臺，進而發展出比漾自有的線上商城。 本篇研究成功將智慧互動促銷廣告系統及擴充實境AR應用系統導入商場，藉由相關軟硬體建置，串接百貨會員系統，再透過會員消費行為的數據分析，來實現精準行銷的目的，讓消費者能感受到更好的體驗，達到更有效率的零售，同時也順利導入外部商城，發展比漾廣場形象特色的自有線上內容商城，比漾廣場終於正式從實體商場走入虛實整合的商場，雖然現行功能並非相當完善，但仍然可以從這些消費者分析數據，瞭解消費者活動的軌跡，分析出消費者的購物行為，還可以對消費者進行未來的消費預測，目前也正積極朝向融合消費者的全通路發展。

With the vigorous development of information technology and the prevalence of e-commerce, it has brought a severe test to traditional physical shopping malls. Many century-old companies have even filed for bankruptcy. This wave of technology has forced traditional shopping malls to start corporate transformation, and some shopping malls have also begun to move from physical to virtual to strengthen the competitiveness of enterprises in the industry. Some shopping malls are constantly thinking about how to combine the respective advantages of physical shopping malls and virtual shopping malls to integrate virtual and real shopping malls. Some shopping malls hope to use this technological equipment to serve a large number of members. The data analysis is used to sort out the real needs of customers for precise marketing, and truly provide customized services for members. The Pacific Department Store SHUANG-HE opened in October 2000, and was officially restructured into beyond plaza in May 2014. It also faces the old and unattractive traditional shopping malls, which leads to a decline in customer loyalty. The most direct result is that the overall revenue and the sharp drop in gross profit have also made it very difficult to attract investment or the brands recruited are substandard. Therefore, in 2016, a new management team was recruited and all information-related equipment and information systems began to be transformed, starting with infrastructure construction to lay the foundation. , to establish an information security policy, and at the same time proceed with shopping mall technology and digitization, by combining various high-tech equipment and systems, such as face recognition, augmented reality, artificial intelligence, etc., to develop an intelligent interactive promotional advertising system, and then through this set of equipment The establishment of the system is to inject new vitality into the traditional shopping malls. At the same time, these devices are also used to guide the flow of people in the physical shopping malls to the virtual platform. In 2018, The beyond plaza established beyond cloud shop, and cooperated with Yahoo, Rakuten, PChome, momo and other high-quality external malls that have been in business for many years. In 2021, the shopping mall will start to build beyond online department store, establish its own brand image, and enhance customer loyalty. In 2022, it plans to renovate the existing APP system, hoping to maximize the benefits of virtual and real integration. At the same time, consumers can have a better shopping experience. Therefore, this study first discusses the principles and characteristics of the equipment of the intelligent interactive promotional advertising system, and takes beyond plaza as an example to actually operate this equipment system in the shopping mall, and then combine the external e-commerce platform, and then develops the beyond online shopping mall. This study successfully introduced the intelligent interactive promotional advertising system and the augmented reality AR application system into the shopping mall. Through the construction of related software and hardware, the department store membership system is connected in series, and the purpose of precise marketing is realized through the data analysis of member consumption behavior, let consumers can feel a better experience and achieve more efficient retailing. At the same time, it also smoothly introduces external malls and develops its own online content mall with the image characteristics of the beyond plaza. The beyond plaza has finally officially entered virtual reality from a physical shopping mall. Although the current functions of the integrated shopping mall are not perfect, it is still possible to analyze the data from these consumers, understand the trajectory of consumer activities, analyze the shopping behavior of consumers, and predict the future consumption of consumers. At present, it is also actively developing towards an all-channel integration of consumers.