How can Modelo Continente Hipermercado, S.A. conquer the Millennial generation?

• Autor(a) principal: Almeida, Catarina Martins Marques de
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/21450
• topic: Millennials; Retail; Segmenting; Targeting; Geração Milénio; Retalho; Segmentação; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Continente Modelo S.A. has been the leading retailer in Portugal for several years, due to its ability to successfully engage consumers. As the approach of just trying to influence consumers’ habits was no longer effective, Continente changed its focus in 2011, to a customer-centric one, taking on a prompt and effective response to their wishes as its main objective. However, a different challenge emerged, a new generation of consumers with different values, views, beliefs and lifestyles than the previous ones. Commonly known as Millennials, this generation is permanently connected through several social media platforms due to the digital world they were born in, turning them into trend setters and the most ever informed generation, posing a new challenge for companies as traditional advertising is no longer as effective. Millennials are important for Continente as they are aged from 18 to 34, and in Portugal, on average, young adults move out from their parents’ houses at 29 years old, making them “the” new target customer. Being such a unique type of consumer, marketing strategies needs to be improved in order to engage them. This case study presents an overview of Continente’s current strategy, as well as a brief analysis of the competitive environment, and of the characteristics of Millennials plus their impact on the retailing industry, finally presenting possible and viable solutions in order to conquer this new generation.