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Daily Diversion: ‘Born to Run’ turns 40

BY DSN STAFF

The Boss’s third album, “Born to Run,” will turn 40 next week. What’s your favorite Bruce Springsteen song? Where were you when you first heard “Born to Run”? Reply in the comments below.

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Synergies from Walgreens Boots Alliance merger results in 370 corporate job cuts

BY Michael Johnsen

CHICAGO – In the coming week as many as 270 Chicago-area Walgreens Boots Alliance executives will be let go as part of 370 corporate jobs that are being eliminated nationwide. The other approximately 100 positions are scattered across smaller offices in nearly 20 states.
 
"We are realigning our business and reorganizing our corporate structure as we adapt to the fast changing health care and retail market," Walgreens spokesman Michael Polzin released in a statement. "These corporate support office changes will allow us to reduce management layers, phase out certain functions and consolidate similar job functions within the company."
 
The information technology department will be the hardest hit as it undergoes "a significant restructuring to better match resources with priorities," Polzin said. 
 
The cuts are part of Walgreens' ongoing restructuring and cost reduction plan announced a year ago, Polzin said. "Impacted employees will be notified throughout the rest of the month. All of the affected employees will be provided or offered severance packages, and will be given 60 days’ notice," he added.
 
 
 

 

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AARP launches marketing agency geared toward boomers

BY DSN STAFF

WASHINGTON — AARP Services has launched a marketing agency called Influent50, which helps businesses connect to consumers aged 50 and older.

Companies haven’t tapped the 50 and older market yet, according to Influent50.

"We know more about consumers than ever before, and Influent50 gives a voice to an often overlooked consumer group," Dave Austin, managing director of Influent50, said. "There is a paradigm shift around what it means to age and we get it. We know how to uniquely reach and communicate to consumers 50 and over better than anyone else, and we don't rely on outdated stereotypes."

Americans aged 50 and older control 70% of the nation's disposable income, spending $230 billion on consumer packaged goods annually, Influent50 said.

A recent Influent50 survey found that most boomers (83%) say that brands are making some kind of mistake when trying to appeal to people aged 50 to 69. One-third (36%) of respondents indicated that marketers "get it all wrong" when advertising to their age group. Half (47%) of the respondents say marketers use inaccurate stereotypes about people their age.

The survey indicated that three quarters (74%) of this group is willing to pay extra for convenience and higher quality, Influent50 said. Five out of six (84%) boomers say they're more likely to consider quality and features, and not just price when considering a new purchase. Half (52%) of boomers say they are more willing to splurge on purchases now than they were when they were younger.

"Anyone can buy a list and identify people over the age of 50,” Scott Collin, chief creative director for Influent50, said. “At Influent50, we help brands identify with these consumers. We use our data, research, knowledge and expertise to turn facts into insights, and insights into communications that connect with people on a personal level. Consumers over the age of 50 don't look at their disposable income as disposable. Neither do we."

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