Attracting millennial consumers in the digital age

Main Article Content

Erika Grodzki
Stefanie Powers
Andrew Burnstine

Abstrakt

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.

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Article Details

Jak cytować
Grodzki, E., Powers, S., & Burnstine, A. (2019). Attracting millennial consumers in the digital age. Scripta Neophilologica Posnaniensia, (18), 29-34. https://doi.org/10.14746/snp.2018.18.02
Dział
IMAGO MUNDI
Biogramy autorów

Erika Grodzki, College of Communication and Design, Lynn University, Florida, USA

professor of advertising, Social Media and Public Relations, College of Communication and Design, Lynn University, Florida, USA

Stefanie Powers, College of Communication and Design, Lynn University, Florida, USA

associate professor, Department of Journalism and MediaProduction, College of Communication and Design, LynnUniversity, Florida, USA

Andrew Burnstine, College of Business and Management, Lynn University, Florida, USA

associate professor of marketing, College of Business and Management, Lynn University, Florida, USA

Bibliografia

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