Generational Differences in Omnichannel Experience: Rising New Segment: Gen Z

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dc.contributor.authorBaykal B.
dc.date.accessioned2024-03-13T10:01:12Z
dc.date.available2024-03-13T10:01:12Z
dc.date.issued2020
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractMarketplaces 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.en_US
dc.identifier.doi10.1108/978-1-80043-388-520201011
dc.identifier.endpage132en_US
dc.identifier.isbn9781800433885
dc.identifier.isbn9781800433892
dc.identifier.scopus2-s2.0-85131280775en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage117en_US
dc.identifier.urihttps://doi.org/10.1108/978-1-80043-388-520201011
dc.identifier.urihttps://hdl.handle.net/20.500.12662/3035
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltd.en_US
dc.relation.ispartofManaging Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journeyen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectConvenienceen_US
dc.subjectGen Zen_US
dc.subjectIn-store experienceen_US
dc.subjectMillenialsen_US
dc.subjectOmnichannelen_US
dc.subjectOnline channelsen_US
dc.subjectSeamlessen_US
dc.subjectShoppingen_US
dc.titleGenerational Differences in Omnichannel Experience: Rising New Segment: Gen Zen_US
dc.typeBook Chapteren_US

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