Cashing in on aging boomers - Puget Sound Business Journal (Seattle):

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For its concert series, The Fountains includees music that appealsto boomers. Water features and a train ride are meant to appealoto boomers, including olderd boomers who are “so into theirf grandchildren,” Wright said. Boomer-appealing apparel retailers include Draper’s & Damon’s, and Malls have focused on boomers by clusteringg stores that targetthe They’ve added leather chairs and couches in the commonm areas, and indoor children’s playgrounds. “All making you feel special,” Jacobs said. As for addinbg experience, Raley’s supermarkets offer wine tasting and kitchen products retailert Sur La Table providesecooking classes.
Nordstrom offers boomer the attention they crave with free personalo shoppers who will do the chore ontheir behalf, while customef service representatives will book theater tickets or make dinnerf reservations for them. But some aspects of boomer-orientex service are lacking atmany restaurants. People age 50 and older require twice as much light as a 25year old, Jacobs so restaurants dimming their lights to createw mood just aren’t working for Restaurants need to add table lights so theire customers can read the Jacobs’ own solution? “I carry a Noisy restaurants also aren’t addressing the declin e in hearing suffered by some boomers.
Restaurantz should provide more space between tablesand noise-absorption Jacobs said. Many marketers of beauty care and wellness producte are getting it right when it comesto Dove, a brand best known for its soap, features boomersx in ads and says beauty has no age limit. The company incorporateas a cause-marketing program to build self-esteem and promotde a wider definitionof beauty. Supermarkets and drug storex tried rollingout in-store healtjh clinics, but mixed results have led some independent clinic operator to scale back their efforts.
Retailers also are adaptintg existing products or offering new products or packaging that targets Discounter Targethas color-coded prescriptionj bottles with large type face. Cobr a has a global positioning system with oversizedx icons and text and back lightinf toenhance visibility. Tropicana has an orangee juice fortifiedwith omega-3, thought to help heart health and othert conditions. Nivea introduced an anti-cellulite cream, while beauty retailefr Sephora offersnumerous anti-aging beauty Makers of yogurt and all sorts of productzs are adding fiber. Some products and service s are created for thematuree user, but have wide appeal, Thornhill said.
As boomerse get older, they’ll continue to defy agint with health club memberships and spas offering massaged andother services, consultants said. “We think boomers will spend money on maintaining vitality until they take theirtlast breath,” Thornhill said. Boomera are redefining age, and the consume r products industry hastaken “Everybody is watching them,” Jacobs said.