This thesis provides an overview of the results of a graduation project at Shell which was focused on researching Generation Y, those born between the late seventies and mid nineties. Results of the various research stages were subsequently leveraged towards identifying opportunities for Shell in using (digital) technology to reach out to this target group and attract and retain them to the Shell retail brand and stations. This ultimately led to the development of a digital promotion application concept named Shell Deals. The focus of Shell Deals is on offering retail customers rewards and promotions connected to the Shell retail sites while taking into account several key insights on the needs, wants and characteristics of Generation Y motorists. Research in this project focused on three key pillars: the target group Generation Y, Shell (retail) and (digital) technology. First, a Generation Y literature research was performed to create an understanding and feeling for this target group. To understand Generation Y on several levels, a multi-angle approach was taken by studying literature from several fields of study. This initial research gave insights on how Generation Y might differ from previous generations such as the Baby Boom who have been motorists and Shell customers for years. Next, an explorative study was done for (digital) technology trends that could be promising enablers for connecting and engaging with Generation Y consumers. Research on Shell was performed by using internal and external sources and by speaking to key stakeholders within Shell. This gave good insights in the status quo at Shell, what Shell and Shell Retail’s business interests are and how this lines up with the Generation Y motorist. Following these three elements of research, an external approach was taken to deepen the understanding of the target group. Two methods were applied sequentially. First, one-on-one interviews were executed with Generation Y participants. The key focus of these interviews was on comparing several earlier identified Generation Y characteristics externally and on eliciting more information in areas that are specific to this project, such as mobility, social media and smartphones. Second, an online survey across a sample of 105 Generation Y participants was performed. The key focus here was on comparing insights from literature and interviews across a larger sample and on eliciting specific knowledge on key areas actionable towards the end goal of the project. After all stages of research it became apparent that Generation Y has a strong connection with current (digital) technologies and the ubiquitous role they play in daily life. This makes smartphones and mobile communication an excellent tool to connect and interact with them. Furthermore, it was concluded that these consumers are, due to several reasons, more inclined towards instant gratification. Additionally, for several reasons, they have a strong appeal for solutions that are focused on hassle-free interactions for instance through an integrated digital approach. In terms of mobility, it became apparent that cost and convenience are two key influencing factors and are much stronger priorities in this respect than for instance sustainability concerns. Combining key insights from the different research efforts, a total of seven opportunities were identified and defined which Shell could develop in order to attract and retain Generation Y to the Shell retail brand and stations. By creating an assessment framework, the different opportunities could be evaluated equally. These assessments were used as a guide to arrive at a decision on which opportunity to develop further within this project. Eventually the opportunity of creating a direct digital promotion channel for Generation Y was chosen for further development. After a phase of idea generation and selection, the Shell Deals concept was developed. This concept focuses on three main areas: retailer deals and promotions, activity deals and Shell brand and product promotion. Retailer deals and promotions allow retailers, who are often independent in Shell’s operating model, to enter the mobile channel to promote deals and rewards digitally towards customers through the app. Activity deals focus on discounts on 3rd party activities offered by Shell in return for buying Shell fuel. The third main element proposes a multimedia approach leveraging the full potential of modern smartphones to create compelling and engaging information about Shell products that customers can buy at retail sites. The value propositions integrated in the app concept as well as a possible implementation of these propositions were evaluated with participants from the target group using both photographs storyboards and a clickable app interface prototype. Several improvements were made to the concept afterwards. The Shell Deals concept looks after the interests of three key stakeholders: Generation Y motorists, Shell (independent) retailers and Shell. Generation Y motorists benefit because rewards and deals are offered to them in an integrated hassle-free digital solution in an understandable way, saving them money on various items on Shell sites. Shell’s (independent) retailers benefit because the mobile channel is unlocked for them to promote in various ways to customers. This allows them to increase location loyalty and boost fuel and convenience retail sales. Shell benefits because the solution drives customer retention in the long run, activates the brand and actively drives fuel and CR sales. A possible projection of monetary value for Shell was estimated which showed that the concept could be a valuable financial opportunity for Shell. It would be valuable for Shell to extend research on Generation Y motorists in the future across larger and more international samples than in this study. Furthermore, further exploration and development of the identified opportunities and the Shell Deals concept could potentially benefit Shell in strengthening the Shell retail business and its brand.