Catalog Executive Panel: Multichannel Customers Reign Supreme

While 40 percent of its customer database is comprised of women 65 and older, Petals also is seeing its customers migrate to the online channel. Said Topping, “They’re responding to some of our Web programs beyond my wildest expectations.”

On how they market to their multichannel customers, all three catalogers find the greatest opportunity in those who get catalogs but place orders online -- that is, the multichannel shopper. Said Shapiro of Lillian Vernon: “Once a customer responds online, we contact him or her not only through the mail, but with e-mails -- sometimes twice a week. We’re trying to encourage all our customers to be multichannel.”