Generational Differences in Omnichannel Experience: Rising New Segment: Gen Z
Küçük Resim Yok
Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Emerald Group Publishing Ltd.
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Marketplaces are changing, and customers are demanding improved experiences where they want, how they want, and when they want. The omnichannel concept is perceived as an evolution of multichannel retailing, which implies a blurring division between the physical and online stores. In the omnichannel environment, customers move freely among physical and online stores expecting seamless shopping experiences between channels. Among different generational consumer groups, Gen Z deserves marketers’ particular attention, which is the new rising segment for omnichannel experiences. The purpose of this chapter is first to verify the essence of generational differences in consumer’s omnichannel buying behavior by giving a special focus on the Gen Z segment. Secondly, this chapter discusses how retailers should integrate their online and offline store channels to provide the best retail brand experience to these distinctive Gen Z consumers. © 2021 by Emerald Publishing Limited.
Açıklama
Anahtar Kelimeler
Convenience, Gen Z, In-store experience, Millenials, Omnichannel, Online channels, Seamless, Shopping
Kaynak
Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
WoS Q Değeri
Scopus Q Değeri
N/A
