Customer Interactive Experience in Luxury Retailing: The Application of AI-Enabled Chatbots in the Interactive Marketing

Abstract

The use of chatbots has grown rapidly in numerous fields in recent years. Industry and academia have both realised the importance of using the artificial intelligent-enabled chatbot technologies for enhancing customer engagement and providing excellent customer experience. However, there is little known about how customers engage with chatbots when used in the retail environment. Also, few studies examine how chatbots affect customer responses within luxury fashion industry settings. There has been little done in summarising the application of chatbots in interactive marketing and the impacts of the chatbots on customer engagement. The purpose of this chapter is to briefly introduce the definition of chatbots and the application of chatbots in the luxury retail regarding interactive marketing perceptive. This chapter proposes that chatbots in luxury retail need to have low cost, quick response, attractiveness, personalised service, intelligence, and interactive features based on our research on the current application of chatbots in luxury retail. Finally, this chapter provides an analytical summary of recent research on the themes and informs future research in the field.