Exploring Omnichannel Retailing Differences and Preferences Among Consumer Generations
This chapter discusses differences and preferences among consumer generations, e.g. ‘Baby Boomers’, ‘Generation X’, ‘Generation Y’ (Millennials) and ‘Generation Z’, regarding their use of omnichannel retailing including their purchase and fulfilment needs, willingness to use this format, attitudes and behaviors, and subsequent effects on their satisfaction and loyalty. The development of omnichannel and fulfilment strategies is of increasing concern for international retailers. However, strategic challenges go beyond just targeting consumers via various communication and distribution channels to include the ongoing development and integrated management of such strategies to foster appropriate online purchasing and fulfilment and two-way communication with target generations for mutual data and information exchange. A systematic literature review was undertaken of omnichannel’s theoretical and practical dimensions and its relation to consumer generations. Subsequent analysis found consumer willingness to accept omnichannel options grows over time of use and that use is highly dependent on age moving through generations from Baby Boomers through Generations X, Y and Z. Suggestions for strategic development of these generational segments and fulfilment applications were lacking and this chapter concludes with suggestions for future research and practical applications in expanded strategic areas to address this gap and enable retailers to better meet generational needs and provide appropriate purchase and fulfilment strategies to increase satisfaction and loyalty.
KeywordsOmnichannel retailing strategy Consumer generations Online purchase and fulfilment Satisfaction Loyalty
This work was supported by a grant from the Romanian National Authority for Scientific Research and Innovation, CNCS-UEFISCDI, project number PN-II-RU-TE-2014-4-0312.
- Arnone R. The omnichannel marketplace: a look at modern consumers [thesis]. Rochester Institute of Technology; 2017. Available at: https://scholarworks.rit.edu/theses/9513/. Accessed 18 Oct 2017.
- Ataide AA. Omni-channel Luxury retailing: exploring luxury consumers channel practices [thesis for the marketing masters degree]. University of Porto, Faculty of Economics; 2017. Available at: https://sigarra.up.pt/fep/pt/pub_geral.show_file?pi_gdoc_id=1031512. Accessed 18 Oct 2017.
- BigCommerce and Square. Omni-channel retail in 2017. What brands need to know and modern consumer shopping habits. 2017. Available at: https://www.bigcommerce.com/blog/omni-channel-retail/. Accessed 15 Dec 2017.
- Dabija DC, Babut R, Dinu V, Lugojan M. Cross-generational analysis of information searching based on social media in Romania. Transform Bus Econ. 2017;16(41):248–70.Google Scholar
- Dabija DC, Grant DB. Investigating shopping experience and fulfilment in omnichannel retailing: a proposed comparative study in Romania and UK of generation Y consumers. The 21st LRN Annual Logistic Network Conference; 2016 September 7–9; Hull, UK.Google Scholar
- Dorman AJ. Omni-channel retail and the new age consumer: an empirical analysis of direct-to-consumer channel interaction in the retail industry [CMC senior theses, paper 590]. Claremont McKenna College; 2013. Available at: https://scholarship.claremont.edu/cmc_theses/590. Accessed 17 Jun 2018.
- Eriksson N, Rosenbroijer CJ, Fagerstrom A. “The relationship between young consumers” decision-making styles and propensity to shop clothing online with a smartphone. Proc Comput Sci. 2017;212:169–76.Google Scholar
- Euromonitor. The world’s Gen Xers: latchkey kids (29–44s) come into their own. 2009. Available at: www.euromonitor.com/the-worlds-gen-xers-latchkey-kids-29-44s-come-into-their-own/report. Accessed 7 Jun 2016.
- Fernie J, Grant DB. Fashion logistics. London: Kogan Page; 2015.Google Scholar
- Harris E. A look at omni-channel retailing. 2012. Available at: https://www.retailitinsights.com/doc/a-look-at-omni-channel-retailing-0001. Accessed 10 Dec 2017.
- Juaneda-Ayensa E, Mosquera A, Murillo YS. Omnichannel customer behaviour: key drivers of technology acceptance and use and their effects on purchase intention. Front Psychol. 2016;7(1117):1–11.Google Scholar
- Kermark M, Staflund L. Omni-channel retailing: blurring the lines between online and offline [Master of Science thesis in Business Administration]. Jonköping: Jonköping International Business School; 2015.Google Scholar
- Lazaris C, Vrechopoulos A, Fraidaki K, Doukidis G. Exploring the omnichannel shopper behaviour. AMA SERVSIG, International Service Research Conference; 2014 June 13–15; Thessaloniki, Greece.Google Scholar
- Melero I, Sese FJ, Verhoef PC. Recasting the customer experience in todays omni-channel environment. Universia Bus Rev. 2016;2016(50):18–37.Google Scholar
- Moschis GP. Generational marketing. In: Jones IR, Higgs P, Ekerdt DJ, editors. Consumption and generational change: the rise of consumer life-styles. New Brunswick: Transaction Publishers; 2009. p. 149–69.Google Scholar
- Pawar S, Sarmah T. Omni-channel retailing: the opulent blend moving towards a customer driven approach. J Arts Sci Commer. 2015;6(3):1–10.Google Scholar
- Raymond A. Here comes generation Z. CabinetMaker+FMD. 2012;26(4):20–1.Google Scholar
- Rigby D. The future of shopping. Harv Bus Rev. 2011;89(12):65–76.Google Scholar
- Savoiu G, Dinu V, Ciuca S. Foreign direct investment based on country risk and other macroeconomic factors. Econometric models for Romanian economy. Rom J Econ Forecast. 2013;16(1):39–61.Google Scholar
- Singh S. Generation Z: rules to reach the multinational consumer. Sapient; 2013. Available at: www.sapient.com/content/dam/sapient/sapientnitro/pdfs/insights/TR1_GenZ.pdf. Accessed 15 Jun 2016.
- Twenge JM, Campbell SM, Hoffman BJ, Lance CE. Generational differences in work values: leisure and extrinsic values increasing, social and intrinsic values decreasing. J Manag. 2010;36(5):1117–42.Google Scholar
- Valkeneers G, Vanhoomissen T. Generations living their life: the differences in lifestyle and consumer behaviour between busters and baby boomers. J Consum Behav. 2015;11(1):53–68.Google Scholar
- Vasiliu C, Felea M, Albastroiu I, Dobrea M. Exploring multi-channel shopping behaviour towards IT&C products, based on business students opinion. Amfiteatru Econ. 2016;18(41):184–98.Google Scholar
- Vatamanescu E-M, Alexandru V-A, Cristea G, Radu L, Chirica O. A demand-side perspective of bioeconomy: the influence of online intellectual capital on consumption. Amfiteatru Econ. 2018;20(49):536–52.Google Scholar
- Vatamanescu EM, Nistoreanu BG, Mitan A. Competition and consumer behaviour in the context of the digital economy. Amfiteatru Econ. 2017;19(45):354–66.Google Scholar
- Williams E. Generation X consumer behavior. 2017. Available at: http://yourbusiness.azcentral.com/generation-x-consumer-behavior-9585.html. Accessed 20 Jun 2017.
- Yee PM, Heuthger M. Omni-channel logistics. A DHL perspective on implications and use cases for the logistics industry. Troisdorf: DHL Solutions & Innovation; 2015.Google Scholar
- Young E. How millennials get news: inside the habits of America’s first digital generation. Chicago: Associated Press-NORC Center for Public Affairs Research & American Press Institute; 2015.Google Scholar