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Abstract
The purpose of this study is to identify which visual merchandising factors in the furniture and home furnishings brick and mortar stores are important to millennials. In the rapidly evolving retail environment, multichannel operations are becoming increasingly significant as retailers try to market to todays most attractive consumer: millennials. As millennials implement the new online mediums into their shopping behaviors, traditional shopping patterns, motivation, and perception of retail design are changing. As a result, consumer perceived values are changing as well. Therefore, the current study attempts to contribute to academic literature by exploring the interaction between millennial motivation to shop in the brick and mortar store, despite the presence of online mediums, and brick and mortar store design in efforts to determine how to provide a valuable shopping experience.