Exploring Omnichannel Retailing Differences and Preferences among Consumer Generations

Iulia Diana Popa, Dan-Cristian Dabija, David B. Grant

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

9 Citations (Scopus)


This chapter discusses differences and preferences among consumer generations, e.g. ‘Baby Boomers’, ‘Generation X’, ‘Generation Y’ (Millennials) and ‘Generation Z’, regarding their use of omnichannel retailing including their purchase and fulfilment needs, willingness to use this format, attitudes and behaviors, and subsequent effects on their satisfaction and loyalty. The development of omnichannel and fulfilment strategies is of increasing concern for international retailers. However, strategic challenges go beyond just targeting consumers via various communication and distribution channels to include the ongoing development and integrated management of such strategies to foster appropriate online purchasing and fulfilment and two-way communication with target generations for mutual data and information exchange. A systematic literature review was undertaken of omnichannel’s theoretical and practical dimensions and its relation to consumer generations. Subsequent analysis found consumer willingness to accept omnichannel options grows over time of use and that use is highly dependent on age moving through generations from Baby Boomers through Generations X, Y and Z. Suggestions for strategic development of these generational segments and fulfilment applications were lacking and this chapter concludes with suggestions for future research and practical applications in expanded strategic areas to address this gap and enable retailers to better meet generational needs and provide appropriate purchase and fulfilment strategies to increase satisfaction and loyalty.
Original languageEnglish
Title of host publicationApplied Ethics for Entrepreneurial Success: Recommendations for the Developing World : 2018 Griffiths School of Management Annual Conference (GSMAC) on Business, Entrepreneurship and Ethics
EditorsSebastian Văduva, Ioan Fotea, Lois P. Văduva, Randolph Wilt
Number of pages17
Place of PublicationCham
Publication date12.07.2019
ISBN (Print)978-3-030-17214-5
ISBN (Electronic)978-3-030-17215-2
Publication statusPublished - 12.07.2019
MoE publication typeA4 Article in conference proceedings

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246


  • 512 Business and Management
  • Omnichannel retailing strategy
  • Consumer generations
  • Online purchase and fulfilment
  • Satisfaction
  • Loyalty

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoHP: Humanitarian and societal logistics


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