A strategic design approach for attracting and retaining Generation Z: Redesigning Yonderland’s fading loyalty programs into a paid membership service that is tailored to Gen Z

This Master’s thesis investigates strategies for Yonderland, Europe's largest premium outdoor retailer, to attract and retain Generation Z, a demographic not previously targeted by the company. Through extensive research, including qualitative and quantitative methods, a literature review, interviews with stakeholders, and multiple creative...

Effective HRM Practices targeting Gen-Z in the Netherlands: Keeping up with the Next Generation of Workforce

One of the greatest challenges HR professionals face today is the management of a diverse multi-generational workforce. Each generation behaves differently at the workplace and requires different sets of strategies for effective management. Generation-Z or Gen-Z are individuals born in 1995 and after. They are called the 'digital natives since...

A new way to approach the next generation parents: Getting Generation Z on board

To stay relevant to its consumers, Philips Avent should meet the needs and values when innovating. These consumers are the next generation parents, generation Z born between 1995 and 2010. Research has been conducted into the needs and values of Generation Z and Parents within the field of pregnancy. The research draws on internal desk research,...

Designing Tracy: a conversational holiday recommender for Generation Z

Virtual assistants are rapidly growing in popularity, triggering businesses around the world to explore their applicability. From a user perspective,, having a conversational interaction with technology has certain advantages, as it is easy to use, hands-free and eye-free. Despite the fact that Transavia already released its first steps with the...