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Supermarkets are on a learning curve when it comes to marketing to the potentially lucrative 50-and-older audience.As the baby boomers begin to push America's demographic profile over the hill, retailers and manufacturers who stand to benefit from the graying group's purchasing power still haven't figured out exactly how to attract the mature masses."Even the experts are still learning how boomers

Supermarkets are on a learning curve when it comes to marketing to the potentially lucrative 50-and-older audience.

As the baby boomers begin to push America's demographic profile over the hill, retailers and manufacturers who stand to benefit from the graying group's purchasing power still haven't figured out exactly how to attract the mature masses.

"Even the experts are still learning how boomers are changing the rules of marketing," said Allison Patterson, editor of Sellin

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