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Style and Statistics by Brittany Bullard

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Chapter 10 Millie and Boomer: Generations Unified

We have walked through how retailers leverage analytics to solve business challenges in Chapters 1 through 9. Two additional aspects to successfully leveraging analytics in an organization are the people and the process. As generations shift, it becomes imperative to understand how these different generations (people) perceive technology and how to drive change (process).

When I first started my career in retail, there was a clear line between generations. “Millennial” is a term that refers to anyone born between the 1980s and 2004. A baby boomer is anyone born from 1946 to 1964. These individuals grew up in completely different worlds. Millennials grew up when technology was just starting to become mainstream. Most millennials had computers throughout high school, and cell phones and Internet access was available 24/7 when they started their first jobs. The baby boomer generation worked their first careers without computers, cell phones, Internet, or e-mail. They grew up in an era when communication was in person and careers were 9-to-5 jobs. They looked for companies they could work at until retirement and had a strong loyalty to their employers.

Millennials are quickly taking over the workforce just as they are becoming an increasing percentage of retail consumers. We spoke in Chapter 3 about the challenges retailers face learning how best to curate assortments that meet millennials’ merchandise preferences. Millennials tend ...

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