Object's details: Attracting millennial consumers in the digital age

Provider:Platforma Otwartych Czasopism Naukowych UAM

Description

Title:
Attracting millennial consumers in the digital age
Creator:
Grodzki, Erika;
Powers, Stefanie;
Burnstine, Andrew
Description:
This study focuses on the recent fall of many large scale department stores (Macy’s, J. C. Penney Company, Sear’s, Kmart) and other retail, pharmacy and grocery stores (Bebe, Whole Foods, CVS, Chico’s, Limited, Radio Shack, Game Stop) across the United States. The researchers set out to discover why stores that have existed for years suddenly had to shut down physical locations. The researchers hypothesized that these retail outlets have failed to properly attract millennial consumers. Marketers are endlessly attempting to find solutions on how to best attract millennials in this digital age. What appears to be evident, though, is that the habits of this demographic prefer the ease provided by online shopping. Secondary sources were reviewed to determine exactly why the stores have fallen. The millennial culture was a key component of the study. The results suggest that the stores failed due to improper targeting and in-store attraction.
Object availability:
free access
Date:
2019.02.07
Type:
info:eu-repo/semantics/article;
info:eu-repo/semantics/publishedVersion
Language:
Polish
Source:
Scripta Neophilologica Posnaniensia; No. 18 (2018); 29-34;
Scripta Neophilologica Posnaniensia; Nr 18 (2018); 29-34;
1509-4146
Format:
application/pdf
Publisher:
Adam Mickiewicz University, Poznań
Relation: http://pressto.amu.edu.pl/index.php/snp/article/view/17809/17542
Subject:
consumer;
millennial consumer;
digital age;
consumer needs
Identifier: http://pressto.amu.edu.pl/index.php/snp/article/view/17809
Data provider:
Platforma Otwartych Czasopism Naukowych UAM

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