Synergies from Walgreens Boots Alliance merger results in 370 corporate job cuts
AARP launches marketing agency geared toward boomers
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 We know how to uniquely reach and communicate to consumers 50 and over better than anyone else, and we don't rely on outdated stereotypes."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."
Price Chopper acquires Fairway Pharmacy in Montrose, PA
SCHENECTADY, N.Y. — Price Chopper Supermarkets announced Tuesday that it had acquired the Montrose, PA-based Fairway Pharmacy. Until a new pharmacy is constructed inside Montrose’s Price Chopper location, operations will continue out of the acquired location. The Fairway team has joined Price Chopper, including owner Jerry Prusack, who will continue as the pharmacist at the acquired location.
“We are delighted to welcome Jerry and the Fairway team to the Price Chopper family,” Kathy Bryant, VP Pharmacy for Price Chopper, said. “We look forward to building upon the foundation of trusted and convenient pharmacy care that they have long provided to the Montrose community, while expanding and enhancing the patient services that are offered.”
As a result of the acquisition, Fairway customers now have access to Price Chopper’s savings programs and services like Fuel AdvantEdge rewards, free prenatal and children’s vitamins and free diabetes medications and diabetic supplies. The pharmacy’s hours have also expanded and Price Chopper is offering customers $25 off a new or transferred prescription until Nov. 7.
“We look forward to continuing to provide the high level of care that our patients have come to expect from us, and believe that the addition of support from Price Chopper’s highly regarded pharmacy division will increase our ability to serve the community,” Prusack said. “The construction of a brand new pharmacy inside the Price Chopper Supermarket marks a significant investment in our community that will provide our customers with the added convenience of one-stop shopping.”