iSchool Capstone

Attracting Millennial Shoppers

Project tags:

information behavior & user research

social media

ux & interaction design

Project poster

Attracting Millennial Shoppers Abhaya Pothina(MSIM), Pavani Piduru (MSIM), Resha Manjrekar (MSIM) The millennial generation is the biggest in US History with a major economic impact. Our study marks the first new phase of millennial research at Costco that would impact shopping for millions of millennials. As the Baby Boomer population which is Costco’s largest customer base today declines, its major customer base will gradually shift to the Millennials. In order for Costco to maintain its status as the second largest retailer in the United States, it is integral for Costco to attract young shoppers. Our project is aimed towards conducting field research to study millennial perception, their retail behaviors, lifestyle and needs to understand how Costco can enhance value proposition for millennials. The secondary focus of our research is to determine shopping variations between US-born and foreign-born millennials. Our Capstone project provides Costco with viable recommendations and best practices that align with Costco’s culture and business goals.

Project participants:

Pavani Rao Piduru


Abhaya Pothina


Resha Manjrekar