Generational dynamics of omnichannel customers: analysing shopping preferences across diverse product types

What is it about?

This study explores the shopping orientations of omnichannel customers across Gen Z, Millennials, and Gen X, using a structured questionnaire informed by the Customer Style Inventory (CSI). Employing systematic sampling and Multivariate Analysis of Variance (MANOVA), complemented by post hoc analyses, we identify unique preferences for search goods (electronics) and experience goods (clothing) among these cohorts. The findings show that Gen Z prioritises affordability and quality. Millennials, despite their adeptness at utilising multiple shopping channels, demonstrate a pronounced brand consciousness and are willing to pay premium prices. Gen X values brand loyalty and demands precise information. These generational insights underscore the necessity for retailers to tailor engagement strategies that cater to the specific preferences and expectations of each group, enhancing customer satisfaction and reinforcing brand loyalty.

Featured Image