TARGETING AT THE FRONT END

Starting tomorrow at Gerrity's stores in the Scranton, Pa., area, nobody at the checkout line has to know if you're 60 years of age or older.That's because the independent food retailer, whose own roots date back to 1895, will launch a new point-of-sale program that automatically recognizes those who have signed up for a new 60+ loyalty card club to receive special discounts. Nobody has to announce

Starting tomorrow at Gerrity's stores in the Scranton, Pa., area, nobody at the checkout line has to know if you're 60 years of age or older.

That's because the independent food retailer, whose own roots date back to 1895, will launch a new point-of-sale program that automatically recognizes those who have signed up for a new 60+ loyalty card club to receive special discounts. Nobody has to announce "I am 60+" to qualify; the system knows that by scanning the card and looking up the c

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