Study Says Retailers Unhip to Young Shoppers

by John P. Mello Jr

If retail marketers are going to capture the loyalty of the next generation of spenders, they're going to have to get hip to the ne Web, according to a report from Forrester Research. "The 73 million people under the age of 18 in the U.S. represent one thing to marketers and sellers: the next generation of spenders," wrote Forrester analyst Carrie A. Johnson in the report, a copy of which was obtained by E-Commerce Times. "But those marketers are more 'American Bandstand' than 'American Idol,' making it hard to understand this connected, gadget-grabbing group," Johnson added. E-Commerce Times 05/16/06