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

But citing that its multichannel customers are two to three times more valuable because they shop more than single-channel customers, she noted, “we’re still trying to keep our catalog business productive.”

The company also is catering to its older clientele being less inclined to adapt to Web ordering than younger consumers. Just 20 percent of Appleseed’s customers and 10 percent of The Tog Shop customers buy via the Web. But Orchard Brands is forging ahead with multichannel branding, having conducted a denim (jeans) sales event last spring that communicated the same message across all its channels.