: how to attract and make Millennials loyal customers of the Brand?

  • Diogo Matos Casanova (Student)

Student thesis: Master's Thesis


Millennials are one of the most important generations in the retail industry nowadays, being one of the largest segments and with a growing purchasing power (Manfreda et al., 2021). However, this generation has different characteristics than the ones before, given they were born in a technological era. In the Portuguese market, some brands are struggling to attract these younger generations, such as Fnac. Regarding this problem, Fnac has requested a consulting project that involves the development of recommendations and suggestions on how to attract these younger segments and make them loyal customers. The research questions conducted to try to analyse and solve this problem were: (1) Who are millennials? What do they value? How to attract them, while keeping the existing customers?, (2) What have other brands and companies done, to succeed to attract millennials?, and (3) How to communicate with Millennials?. This dissertation provides a theoretical background, followed by some research methodologies methods, such as in-depth interviews, a survey, and secondary data, that helped to answer the research question. At the end of the project, it was possible to see that Fnac is on the right path but should innovate in some aspects to keep up with industry trends that the younger generations are looking for. The experience provided to customers is a very relevant factor and creating a unique and distinct in-store experience is what can boost Fnac to the front of its competitors.
Date of Award27 Jun 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)


  • Millennials
  • Consumer experiences
  • Service
  • Communication channels
  • Consumer satisfaction and expectations


  • Mestrado em Gestão e Administração de Empresas

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