Advertisement

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)

Abstract

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.

Keywords

Omnichannel retailing strategy Consumer generations Online purchase and fulfilment Satisfaction Loyalty 

Notes

Acknowledgments

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.

References

  1. Ainsworth J, Ballantine PW. “Consumers” cognitive response to website change. J Retail Consum Serv. 2017;37:56–66.CrossRefGoogle Scholar
  2. 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.
  3. 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.
  4. Atkins KG, Hyun SYJ. Smart shoppers purchasing experiences: functions of product, type, gender, and generation. Int J Mark Stud. 2016;8(2):1–12.CrossRefGoogle Scholar
  5. Bakewell C, Mitchell VW. Generation Y female consumer decision-making styles. Int J Retail Distrib Manag. 2003;31(2):95–106.CrossRefGoogle Scholar
  6. 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.
  7. Blom AB, Lange F, Hess RL Jr. Omnichannel-based promotions effects on purchase behaviour and brand image. J Retail Consum Serv. 2017;39:286–95.CrossRefGoogle Scholar
  8. Brosdahl DJC, Carpenter JM. U.S. male generational cohorts: retail format preferences, desired retail attributes, satisfaction and loyalty. J Retail Consum Serv. 2012;19(6):545–52.CrossRefGoogle Scholar
  9. Chatterjee P, Kumar A. Consumer willingness to pay across retail channels. J Retail Consum Serv. 2017;34:264–70.CrossRefGoogle Scholar
  10. Cook G. Customer experience in the omni-channel world and the challenges and opportunities this presents. J Direct Data Digit Mark Pract. 2014;15(4):262–6.CrossRefGoogle Scholar
  11. Cooke JA. Protean supply chains. Ten dynamics of supply and demand alignament. Hoboken: Wiley; 2014.CrossRefGoogle Scholar
  12. Dabija DC, Băbuţ R. Empirical study on the impact of service, communication and corporate social responsability on the image of Romanian retail brands. Proc Soc Behav Sci. 2014;109:906–12.CrossRefGoogle Scholar
  13. 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
  14. 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
  15. Dholakia RR, Dholakia N, Chattopadhyay A. Indigenous marketing practices and theories in emerging economies: customer behaviour and retail transformation in India. J Bus Res. 2018;86:406–15.CrossRefGoogle Scholar
  16. 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.
  17. 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
  18. 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.
  19. Fernie J, Grant DB. Fashion logistics. London: Kogan Page; 2015.Google Scholar
  20. Glass A. Understanding generational differences for competitive success. Ind Commer Train. 2007;39(2):98–103.CrossRefGoogle Scholar
  21. 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.
  22. Hur HJ, Lee HK, Choo HJ. Understanding usage intention in innovative mobile app service: comparison between millennial and mature consumers. Comput Hum Behav. 2017;73:353–61.CrossRefGoogle Scholar
  23. Inman JJ, Nikolova H. Shopper-facing retail technology: a retailer adoption decision framework incorporating shopper attitudes and privacy concern. J Retail. 2017;93(1):7–28.CrossRefGoogle Scholar
  24. 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
  25. 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
  26. 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
  27. Lee T, Park C, Jun J. Two faces of mobile shopping: self-efficacy and impulsivity. Int J E-Bus Res. 2014;10(1):15–32.CrossRefGoogle Scholar
  28. Loroz PS, Helgeson JG. Boomers and their babies: an exploratory study comparing psychological profiles and advertising appeal effectiveness across two generations. J Mark Theory Pract. 2013;21(3):289–306.CrossRefGoogle Scholar
  29. Lu J, Yao JE, Yu CS. Personal innovativeness, social influences and adoption of wireless internet services via mobile technology. J Strateg Inf Syst. 2005;14(3):245–68.CrossRefGoogle Scholar
  30. 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
  31. 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
  32. Nisar TM, Prabhakar G. What factors determine e-satisfaction and consumer spending in e-commerce retailing? J Retail Consum Serv. 2017;39:135–44.CrossRefGoogle Scholar
  33. Norum PS. Examination of generational differences in household apparel expenditures. Fam Consum Sci Res J. 2003;32(1):52–75.CrossRefGoogle Scholar
  34. Park S, Lee D. An empirical study on consumer online shopping channel choise behaviour in omni-channel environment. Telematics Inform. 2017;34(8):1398–407.CrossRefGoogle Scholar
  35. Parmet A. Generation Y vs. baby boomers: shopping behavior, buyer involvement and implications for retailing. J Retail Consum Serv. 2013;21:189–99.CrossRefGoogle Scholar
  36. 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
  37. Piotrowicz W, Cuthbertson R. Introduction to the special issue: information technology in retail: toward Omnichannel retailing. Int J Electron Commer. 2014;18(4):5–16.CrossRefGoogle Scholar
  38. Pozza ID, Heitz-Spahn S, Texier L. Generation Y multichannel behaviour for complex services: the need for human contact embodied through a distance relationship. J Strateg Mark. 2017;25(3):226–39.CrossRefGoogle Scholar
  39. Priporas CV, Stylos N, Fotiadis AK. Generation Z consumer’s expectations of interactions in smart retailing: a future agenda. Comput Hum Behav. 2017;11:374–81.CrossRefGoogle Scholar
  40. Raymond A. Here comes generation Z. CabinetMaker+FMD. 2012;26(4):20–1.Google Scholar
  41. Rigby D. The future of shopping. Harv Bus Rev. 2011;89(12):65–76.Google Scholar
  42. 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
  43. Sener A. Influences of adolescents on family purchasing behaviour: perceptions of adolescents and parents. Soc Behav Personal Int J. 2011;39(6):747–54.CrossRefGoogle Scholar
  44. 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.
  45. Torrico-Rodrigues P, San Jose Cabezudo R, San-Martin S. Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behaviour. Comput Hum Behav. 2017;68:465–71.CrossRefGoogle Scholar
  46. Tranfield D, Denyer D, Smart P. Towards a methodology for developing evidence-imformed management knowledge by means of systematic review. Br J Manag. 2003;14:207–22.CrossRefGoogle Scholar
  47. 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
  48. 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
  49. 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
  50. 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
  51. 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
  52. Verhoef PC, Kannan PK, Inman JJ. From multi-channel retailing to omni-channel retailing. Introduction to the special issue on multi-channel retailing. J Retail. 2015;21(2):174–81.CrossRefGoogle Scholar
  53. Williams E. Generation X consumer behavior. 2017. Available at: http://yourbusiness.azcentral.com/generation-x-consumer-behavior-9585.html. Accessed 20 Jun 2017.
  54. 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
  55. 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
  56. Zentes J, Morschett D, Schramm-Klein H. Strategic retail management. Text and international cases. 3rd ed. Wiesbaden: Springer-Gabler; 2017.CrossRefGoogle Scholar

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

Personalised recommendations