Business Excellence, Vol. 13 No. 1, 2019.
Review article
https://doi.org/10.22598/pi-be/2019.13.1.105
GENERATION Z IN BRICK-AND-MORTAR STORES: A REVIEW AND RESEARCH PROPOSITIONS
Katija Vojvodić
orcid.org/0000-0001-7870-1438
; University of Dubrovnik, Department of Economics and Business Economics, Dubrovnik, Croatia
Abstract
Unlike the earlier generational cohorts of Baby Boomers, Generation X, and
Generation Y, the Generation Z (known as post-millennial generation) is still underresearched
topic in the context of their retail-related behaviour. Although there are
notable distinctions between the generations, it can be argued that each generational
cohort affects the way traditional brick-and-mortar retailers do business. In addition,
traditional retail is facing increasing competition, particularly from online retailers.
Furthermore, shopping habits strongly reshape the retail industry, so brick-and-mortar
retailers need to adapt their strategies to meet the requirements of today’s rapidly
changing consumers. Drawing on the previous literature, the purpose of this paper is to
identify the main features of the post-millennial generation in brick-and-mortar retail
settings. Furthermore, the paper develops a framework that can both guide future
research and help traditional brick-and-mortar retailers to better target the postmillennial
generation. As far as traditional retailers are concerned, the proper approach
to Generation Z cohort seems to be essential to capture this market segment more
effectively and to improve their overall in-store shopping experience.
Keywords
brick-and-mortar retailers; Generation Z; consumer behaviour.
Hrčak ID:
221257
URI
Publication date:
17.6.2019.
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