Generation Z in Brick-and-Mortar Stores: A Review and Research Propositions

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.

Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

“…According to Vojvodić (2018), unlike the earlier generational cohorts of Baby Boomers, Generation X and Generation Y, the Generation Z (known as post-millennial generation) is still under researched topic in the context of their retail-related behaviour. Therefore, it is crucial for retailers to develop a solid understanding of members of Generation Z and to communicate with them (Vojvodić, 2018).…”

“…According to Vojvodić (2018), unlike the earlier generational cohorts of Baby Boomers, Generation X and Generation Y, the Generation Z (known as post-millennial generation) is still under researched topic in the context of their retail-related behaviour. Therefore, it is crucial for retailers to develop a solid understanding of members of Generation Z and to communicate with them (Vojvodić, 2018). Generation Z represents a sustainable food market segment with much potential, which is why understanding its consumer group is vital to coordinating an effective approach to sustainability marketing (Su et al , 2019).…”

The future of maternity wear: Generation Z's expectations of dressing for pregnancy

“…Retailers should put stock in their brick-and-mortar locations to provide women an enjoyable new experience that promotes body satisfaction. Since this cohort wants in-store virtual and augmented reality technology to help with convenience (Vojvodić, 2019), virtual mirrors could be utilized to prevent discomforts of physically trying on clothes while pregnant. Furthermore, technology needs capture the emotive aspects of maternity shopping, providing customers the ability to personalize the moment and share with others through a fluid omnichannel framework.…”

Why Professional Branding: What difference will it make for me (as Gen Z)?

“…Research shows that their global mobility is also physical, with many of them willing to move abroad for international assignments (Ye, 2023). Vojvodić (2019) describes Gen Z's as global thinkers and change makers, a characterization that stems from their consciousness about current and emerging global challenges and their willingness to act responsibly to address social, economic, and environmental issues affecting the world (Ribeiro et al, 2023;Toma et al, 2023). Notably, a survey conducted by Broadbent et al (2017) under the auspices of the Varkey Foundation, the nonprofit arm of GEMS Education, an education management company, indicated that members of Gen Z exhibit a profound commitment to global citizenship, which reflects their concern for broad issues affecting the world.…”