A Look Inside Appleseed’s World and Its Customers’ World

“Bev” is between the ages of 65 and 75 and of the World War II generation. She’s conservative, classic, and relies on the brands and products she trusts to make her feel comfortable and neatly put together.

Together, Spofford said, the two customer profiles require “the Appleseed’s hug,” the marketer’s service model on the phone, in stores and on the Web.