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Exploring Omnichannel Retailing Differences and Preferences Among Consumer Generations

In: Applied Ethics for Entrepreneurial Success: Recommendations for the Developing World

Author

Listed:
  • Iulia Diana Popa

    (Babes,-Bolyai University)

  • Dan-Cristian Dabija

    (Babes,-Bolyai University)

  • David B. Grant

    (Hanken School of Economics)

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.

Suggested Citation

  • Iulia Diana Popa & Dan-Cristian Dabija & David B. Grant, 2019. "Exploring Omnichannel Retailing Differences and Preferences Among Consumer Generations," Springer Proceedings in Business and Economics, in: Sebastian Văduva & Ioan Fotea & Lois P. Văduva & Randolph Wilt (ed.), Applied Ethics for Entrepreneurial Success: Recommendations for the Developing World, chapter 0, pages 129-146, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-17215-2_9
    DOI: 10.1007/978-3-030-17215-2_9
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    Cited by:

    1. Carmen Gerea & Fernanda Gonzalez-Lopez & Valeria Herskovic, 2021. "Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda," Sustainability, MDPI, vol. 13(5), pages 1-24, March.
    2. Lim, Xin-Jean & Cheah, Jun-Hwa & Dwivedi, Yogesh K. & Richard, James E., 2022. "Does retail type matter? Consumer responses to channel integration in omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    3. Tuğba Yeğin & Muhammad Ikram, 2022. "Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach," Sustainability, MDPI, vol. 14(18), pages 1-25, September.

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