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How To Win (Or Lose) Older Women Shoppers

Scene: An eye-wear store on Bleecker Street, in the trendy West Village of Manhattan.

I need a new pair of frames, hopefully looking forward to checking out a new-to-me store, ready to enjoy a new bricks-and-mortar experience and, for me, a welcome break from online life.

“You’re shopping for reading glasses?” asks the associate, a woman of perhaps 30.

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