How to attact and retain the millennial generation

: El Corte Inglés Portugal

Abstract

Through the analysis of the Millennial challenge of El Corte Inglés, this thesis delivers an overall perspective of the Portuguese retail market under marketing topics such as targeting, positioning, marketing mix, consumer behaviour, brand equity and retailing. El Corte Inglés is one of the biggest department stores’ group in the world and operates in Portugal since 2001. Running a strategy of renewal and continuous improvement of their commercial offer, where quality, service and assurance are determinant for the success of the company, one of their goals is attracting and retaining the Millennials, which are considered the customers of tomorrow. Therefore, this thesis aims to study, through primary and secondary research, how can the department store attract and retain the Millennial generation and how is it perceived by the referenced cohort, by understanding their habits and their demands. Main results indicate that Millennials associate El Corte Inglés with luxury and premium, nevertheless, recognize they offer higher levels of quality and variety. Online channels have changed the way this segment shops and values the purchasing experience. Further, communication strategies augmented their importance on captivating the attention of the teenagers and young adults. Events, partnerships and betting on the digital platforms such as social networks are actions positively received by the Millennial generation.

Date of Award	13 Feb 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)