What Is Generation Z, Online Retailing Experience?
ONLINE ATTRIBUTES RETAILERS NEED TO SATISFY GENERATION Z SHOPPING EXPERIENCE.
Keywords: Generation Z, Online Retailing, Online Purchases, Attributes, Shopping Experience, Satisfactory, Consumer Expectations
Background and Purpose
Generation Z is the second generation within the giant "Millennial" cohort (Tulgan, 2013). “Retailers are using smart technologies to improve consumer shopping experiences and to stay competitive. The biggest future challenge for marketing and consequently for retailing seems to be generation Z, since members of this generation seem to behave differently as consumers and are more focused on innovation” (Priporas, 2017). The purpose of this study is to examine the online attributes retailers need to satisfy Generation …show more content…
Serious attempts to trade online started to emerge in the mid‐1990s when innovative, technically savvy companies responded to the opportunities and challenges posed by the internet, to develop sophisticated web sites to serve customers, in their homes (Rayport, 1994). Yet it had not starting to vastly evolve, therefore the success did not look as certain. Within the next fifteen years retailers started noticing the increase of internet use and recognized the opportunity it held. It held the potential “to provide information, facilitate two‐way communication with customers, collect market research data, promote goods and services and ultimately to support the online ordering of merchandise, provides an extremely rich and flexible new retail channel” (Donthu, 1999). Online retailing did not actually emerge into the mid-1990s. Online retailing slowly started to evolve and arise through the years. Online retailing started out as a minority to an everyday part of peoples lives. In the future it is predicted to keep rising and evolving. Gen Z is looking for that shopping experience that combines their online and offline …show more content…
The internet and communication technology retailing has become a dynamic industry. This is partly because consumers have become technology-dependent (Zhitomirsky-Geffet, 2016). Shopping has evolved over the last few years, and the number of online retailing consumers have sky rocketed. Retailers have evolved and started to innovate through attributes to maximize consumer shopping experience. Retail chains have invested heavily in introducing self-service technologies, such as self-cash desks, informative touch points, interactive displays equipped with touch screens, digital signage and applications for mobile phones, which are supported by Radio Frequency IDentification (RFID) tags. Other retailers have developed entirely virtual stores where consumers can use their phones to locate products and purchase them within the store (Pantano,
Keywords: Generation Z, Online Retailing, Online Purchases, Attributes, Shopping Experience, Satisfactory, Consumer Expectations
Background and Purpose
Generation Z is the second generation within the giant "Millennial" cohort (Tulgan, 2013). “Retailers are using smart technologies to improve consumer shopping experiences and to stay competitive. The biggest future challenge for marketing and consequently for retailing seems to be generation Z, since members of this generation seem to behave differently as consumers and are more focused on innovation” (Priporas, 2017). The purpose of this study is to examine the online attributes retailers need to satisfy Generation …show more content…
Serious attempts to trade online started to emerge in the mid‐1990s when innovative, technically savvy companies responded to the opportunities and challenges posed by the internet, to develop sophisticated web sites to serve customers, in their homes (Rayport, 1994). Yet it had not starting to vastly evolve, therefore the success did not look as certain. Within the next fifteen years retailers started noticing the increase of internet use and recognized the opportunity it held. It held the potential “to provide information, facilitate two‐way communication with customers, collect market research data, promote goods and services and ultimately to support the online ordering of merchandise, provides an extremely rich and flexible new retail channel” (Donthu, 1999). Online retailing did not actually emerge into the mid-1990s. Online retailing slowly started to evolve and arise through the years. Online retailing started out as a minority to an everyday part of peoples lives. In the future it is predicted to keep rising and evolving. Gen Z is looking for that shopping experience that combines their online and offline …show more content…
The internet and communication technology retailing has become a dynamic industry. This is partly because consumers have become technology-dependent (Zhitomirsky-Geffet, 2016). Shopping has evolved over the last few years, and the number of online retailing consumers have sky rocketed. Retailers have evolved and started to innovate through attributes to maximize consumer shopping experience. Retail chains have invested heavily in introducing self-service technologies, such as self-cash desks, informative touch points, interactive displays equipped with touch screens, digital signage and applications for mobile phones, which are supported by Radio Frequency IDentification (RFID) tags. Other retailers have developed entirely virtual stores where consumers can use their phones to locate products and purchase them within the store (Pantano,