How Retailers Have Turned the Boomer Woman Into the Ideal Multichannel Shopper

Finally, don't think of the internet only as a way to sell product. It may also be the best way to market your products, too. A recent study from iVillage confirmed what our own research has long shown: For women of all ages, referrals are the most important influence on purchase decisions, and referrals online are as valuable as any others (as long as they come from other women in communities online). This doesn't mean Facebook or Twitter, but it does mean those true communities online where women can rely on other "women like them."