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Innovative Retail: A Framework For The Future Of Brick-And-Mortar Retail In An Omnichannel Market, Mallory S. Strmel

Senior Theses

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 …