運用AI科技突破服飾設計師品牌在實體通路的經營困境

Abstract

隨著科技迅速發展，人工智能(AI)技術已成為現代零售業的重要支柱。本研究旨在探討如何運用AI技術，特別是AI銷售員，來突破服飾設計師品牌在實體通路中的經營困境。在全球市場中，服飾設計師品牌面臨著實體通路重要卻因成本高昂難以展店、人力成本高昂以及顧客服務質量難以保證等多重挑戰。為解決這些問題，本研究提出並設計了一種創新的解決方案——AI銷售員。 AI銷售員旨在提供高效且個性化的銷售服務，不僅能提供通過全天候的專業產品介紹和建議，提升顧客購物體驗。AI銷售員能根據顧客的購物歷史和偏好進行個性化推薦，並具備回答常見問題和處理交易的能力。這不僅解決了人力資源短缺和銷售效率低下的問題，還顯著提高了顧客的滿意度和銷售轉化率。 此外，本研究通過深度訪談，驗證了AI銷售員在實體通路人力替代上的需求，以及教育訓練的效益肯定，證明了其在實體通路中應用的可行性和有效性。 本研究的產品與商業模式也已經獲得經濟部中小及新創企業署小型企業創新研發計畫（以下簡稱SBIR）認可補助，並將在不久的未來真實落地。這不僅為AI銷售員的實際應用奠定了基礎，也為其他行業和企業提供了寶貴的參考經驗。AI銷售員的成功應用將推動整個零售行業的數位化轉型，提升市場競爭力，並為顧客帶來更加便捷和高效的購物體驗。 總結來說，本研究通過詳細分析和實證驗證，展示了AI銷售員在解決服飾設計師品牌實體通路經營困境中的巨大潛力和應用價值。這一創新解決方案不僅能夠提高銷售效率，減少人力成本，還能顯著提升顧客服務質量和顧客滿意度，為品牌通路和消費者帶來雙贏的局面。

With the rapid advancement of technology, artificial intelligence (AI) has become a crucial pillar in modern retail. This study aims to explore the application of AI technology, particularly AI sales assistants, to overcome the operational challenges faced by fashion designer brands in physical retail channels. In the global market, fashion designer brands encounter multiple challenges, such as the high importance yet prohibitive costs of expanding physical stores, high labor costs, and the difficulty in ensuring high-quality customer service. To address these issues, this research proposes and designs an innovative solution—AI sales assistants. AI sales assistants are designed to provide efficient and personalized sales services, offering professional product recommendations and advice around the clock to enhance the customer shopping experience. By leveraging customer purchase histories and preferences, AI sales assistants can offer personalized recommendations and handle common inquiries and transactions. This not only addresses the challenges of labor shortages and low sales efficiency but also significantly improves customer satisfaction and sales conversion rates. Additionally, through in-depth interviews, this study validates the demand for AI sales assistants as a replacement for human labor in physical retail, as well as the benefits of education and training. These findings demonstrate the feasibility and effectiveness of implementing AI sales assistants in physical retail channels. The product and business model of this study have also received recognition and funding from the Small Business Innovation Research (SBIR) program of the Ministry of Economic Affairs. The implementation of this model in the near future will not only lay the foundation for the practical application of AI sales assistants but also provide valuable reference experiences for other industries and enterprises. The successful application of AI sales assistants will drive the digital transformation of the entire retail industry, enhance market competitiveness, and offer customers a more convenient and efficient shopping experience. In summary, through detailed analysis and empirical validation, this study demonstrates the significant potential and application value of AI sales assistants in addressing the operational challenges faced by fashion designer brands in physical retail channels. This innovative solution not only improves sales efficiency and reduces labor costs but also significantly enhances customer service quality and satisfaction, creating a win-win situation for brands and consumers.