According to the World Health Organization, 2B people will be 60+ by 2050.  As well, a recent Nielsen survey on aging consumers indicated that certain store features or services “don’t meet or only partially meet the needs” of that population. This presents a prime opportunity for marketers and manufacturers, particularly in the area of e-commerce and on-line everything.  Online shopping is not expected to supplant the grocery store anytime soon, but older generations are embracing the ease and convenience online shopping – particularly the home delivery aspect.  This will only continue as digital immigrants such as the boomers and gen x-ers age.

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Forward-thinking retailers should begin now to imagine what in-store tasks and services can migrate online. Could baby boomers be the group that kicks online grocery shopping into gear?  What innovation could that shift bring?