The joy of not being sold anything: Shopping through the eyes of the Millennial shopper

Zachary Kraemer

Journal of Brand Strategy, 2016, vol. 5, issue 3, 250-255

Abstract: Millennials have grown up in a world of choice and present an entirely new challenge to brands. While marketers scramble to work across a myriad of touchpoints, the author suggests a simpler framework. Brand Experience and Purchase Fulfillment are the new currencies for shoppers who are interested in the meaning behind brands and expect instant access to products.

Keywords: Millennial; experiential marketing; omni-channel; touchpoint optimisation; activation; experience design (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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