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Master's Thesis from the year 2018 in the subject Leadership and Human Resource Management - Generation Y, Generation Z, grade: 1,7, University of Applied Sciences Ludwigshafen, language: English, abstract: Digitalization, globalization, innovation. In an era where the phrase "retail apocalypse" gets shouted across the globe and brick-and-mortar retailers struggle to remain competitive. Rapid technological change is fueling innovation but, is disrupting and upending traditional businesses. Offline retailers realize the need to play catch-up with fast growing online-only retailers that have a data driven approach to steadily improve their operations and understand consumer needs. In a highly competitive industry where the lack of functional differentiation is a catalyst for products and services to become increasingly exchangeable, a competitive advantage can only be created based on customer experiences. Brick-and-mortar stores admit to struggle understanding shopper needs while also facing a new Generation of consumers, that differs to any other known before. The objective of the present work is to determine key success factors in consumer experience required by brick- and mortar in order to successfully attract Generation Z.