Exploring Omnichannel Retailing Differences and Preferences Among Consumer Generations

  • Iulia Diana Popa
  • Dan-Cristian DabijaEmail author
  • David B. Grant
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


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.


Omnichannel 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.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Iulia Diana Popa
    • 1
  • Dan-Cristian Dabija
    • 1
    Email author
  • David B. Grant
    • 2
  1. 1.Department of Marketing, Faculty of Economics and Business AdministrationBabes,-Bolyai UniversityCluj-NapocaRomania
  2. 2.Department of Marketing, Supply Chain Management and Social Responsibility GroupHanken School of EconomicsHelsinkiFinland

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