Challenges facing retailing abound. Retailers and brands are struggling to find new ways to appeal to shoppers. Yet, research has shown that the store's physical design plays a crucial role in whether a shopper enters a store and engages with a brand. The latest generation of shoppers, the millennials, are a powerful cohort representing 75.4 million individuals in 2016 and accounting for $200 billion in annual consumer spending. Although this generation is well known for online shopping, research has shown that the majority (75%) of their retail dollars are still being spent in brick-and-mortar stores. This has generated awareness in viewing the retail store as a tool for brand-building, motivating brands to reevaluate their store designs. This exploratory study seeks to understand the elements of the retail environment that catch the attention of the millennial shopper and their response to them. The methodology employed photo elicitation for data collection using personal smartphones that allowed the millennial participants to combine photography with captions, creating an annotated image bank of retail environments. This image bank revealed tangible and intangible dimensions of the retail experience that offer insights into the mind of the millennial shopper. The identified themes have design implications for both education and practice that can inform the process of creating dynamic, engaging retail environments for this generation.

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千禧一代购物者的心智：为新一代设计零售空间

零售业面临的挑战比比皆是。零售商和品牌正在努力寻找吸引购物者的新方法。然而，研究表明，商店的实体设计在购物者是否进入商店并与品牌互动方面起着至关重要的作用。最新一代的购物者，即千禧一代，是一个强大的群体，2016 年代表 7540 万人，每年的消费支出为 2000 亿美元。尽管这一代人以网上购物而闻名，但研究表明，他们的大部分 (75%) 零售美元仍在实体店消费。这引起了人们将零售店视为品牌建设工具的意识，激励品牌重新评估其商店设计。这项探索性研究旨在了解吸引千禧一代购物者注意力的零售环境要素及其对他们的反应。该方法使用个人智能手机进行数据收集，使千禧一代参与者能够将摄影与标题结合起来，创建一个带注释的零售环境图像库。该图片库揭示了零售体验的有形和无形维度，可以洞察千禧一代购物者的思想。确定的主题对教育和实践都有设计意义，可以为这一代人创造充满活力、引人入胜的零售环境的过程提供信息。该方法使用个人智能手机进行数据收集，使千禧一代参与者能够将摄影与标题结合起来，创建一个带注释的零售环境图像库。该图片库揭示了零售体验的有形和无形维度，可以洞察千禧一代购物者的思想。确定的主题对教育和实践都有设计意义，可以为这一代人创造充满活力、引人入胜的零售环境的过程提供信息。该方法使用个人智能手机进行数据收集，使千禧一代参与者能够将摄影与标题结合起来，创建一个带注释的零售环境图像库。该图片库揭示了零售体验的有形和无形维度，可以洞察千禧一代购物者的思想。确定的主题对教育和实践都有设计意义，可以为这一代人创造充满活力、引人入胜的零售环境的过程提供信息。