The generation that often gets overlooked is baby boomers. More importantly, this generation now constitutes the wealthiest age group in this century. But marketers find boomers difficult to target. Members of the baby boomer generation have passed through endless malls and stores over the years, and they’ve seen it all in terms of selling strategies. Thus, offering an in-store experience tailored to boomers’ specific needs is absolutely essential for retailers who hope to set themselves apart. While reaching for their sales objectives, store associates should also focus on finding the perfect product targeted to these customers’ unique tastes.