Date of Award

Spring 2024

Degree Type

Thesis

Department

Moore School of Business

Director of Thesis

Courtney Worsham

First Reader

Dr. Michael Watson

Second Reader

Dr. Michael Watson

Abstract

This thesis was intended to explore the how the role of innovation in customer experience has evolved since the advent of American retail and how it can inform primarily brick-and-mortar retailers on corporate strategy formulation as they prepare for Generation Z to become the primary wielders of purchasing power in the retail landscape. A literature review featuring analysis of two best-in-class retail chains alongside their historical context revealed that many of the innovations in customer experience strategy shaped consumer behavior going forward. To investigate, I conducted a nationwide survey of Generation Z consumers to ascertain their shopping preferences and the most influential factors they consider when choosing where to shop. I hypothesized that to remain competitive in the changing retail landscape and cater to the preferences of Generation Z consumers, brick-and-mortar retailers need to prioritize innovation in the customer experience. The results of the survey confirmed my hypothesis that brick-and-mortar stores should focus on the customer experience to adapt to the changing consumer base. This research is supplemented by personal & firsthand accounts of customer experience strategy in action at three of the stores discussed: Apple, Nike’s House of Innovation, and Reformation. Despite the ongoing trend towards digital shopping experience, the significance of the physical store has never been greater as its role in society morphs. To remain competitive in the changing retail landscape and cater to the preferences of Generation Z consumers, brick-and-mortar retailers must prioritize innovation in the customer experience.

First Page

1

Last Page

64

Rights

© 2024, Mallory S. Strmel

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