Customers' generational differences regarding in-store shopping experiences

This chapter aims to identify customers’ needs in regard to in-store shopping experiences and to examine these results with specific reference to generational differences between the senior and younger customers. This exploratory study followed a qualitative approach based on semi-structured interviews conducted through focus groups. Specifically, four sessions were organized with 24 Italian customers, of whom 12 were baby boomers and 12 were millennials, who were frequent visitors to retail stores to undertake shopping activities. The pleasure, arousal, and dominance (PAD) model was used to explain customers’ needs in regard to in-store shopping experiences. The research contributes to the current literature on both a theoretical and managerial level. From a theoretical perspective, it identifies customers’ needs in regard to in-store shopping experiences with particular attention devoted to the generational perspective. In managerial terms, this study provides retailers with suggestions on possible strategic paths to be taken to create a personalized in-store shopping experience.