Catalog Executive Panel: Multichannel Customers Reign Supreme

CM Almy, which markets liturgical artifacts to churches and consumers, has operated a transactional Web site for only two years. But already 20 percent of its orders are coming online, representing 10 percent of its overall sales. The company, founded in the 1800s, relies on its 200-page catalog as its primary selling tool. Fendler is the fifth generation at the family-run business. He said that now CM Almy, too, is focusing more heavily on the Internet as its primary sales channel of the future.