Due to the increased level of digitization in society the retail sector must adapt and follow the digital footprint to survive on the market. As a result of the digital development, e-commerce has become a major part of the retail industry. The purpose of this study is to understand and contribute knowledge of how the consumers attitude and expectations towards the in-store retail has changed and how it will affect the function of the physical store in the future. In this study we will focus on generation Z since they constitute the majority of the retail consumers and will have a significant impact on the future of retail. To explore this field, we used a qualitative approach, and the data were obtained through semi-structured interviews with consumers from generation Z. Additionally we initiated the study with a survey to get an essential understanding of the behaviors of generation Z as consumers. The primary findings of this study are the correlation between the consumers general attitude towards the digitization of society and their expectations on the integration of digital innovations in in-store retail. The characteristics of generation Z are demands on a seamless and convenient shopping experience which we can see differentiate depending on the type of product the consumer aims to purchase. Finally, as the study shows that generation Z has a generally positive attitude towards new technology and is adaptable, we mean that the stores’ focus should not be on what type of technology they integrate but how the technology can satisfy the consumers' needs and expectations.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-195559 |
| Date | January 2022 |
| Creators | Danell Karlberg, Filippa, Johdet, Frida |
| Publisher | Umeå universitet, Institutionen för informatik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Informatik Student Paper Bachelor (INFSPB) ; 2022.24 |
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