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GENERATION Z IN BRICK-AND-MORTAR STORES: A REVIEW AND RESEARCH PROPOSITIONS

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.