Seventy percent of Christian store shoppers say they would buy an e-book at a Christian retail store, with many options now available to Christian market retailers, according to publishing strategy and services agency Somersault Group. A three-person panel from the agency reported on “Tech, Trends and Retail Success” during CBA’s NEXT 2013 training event in Atlanta last week.

Observing that Christian consumers are adopting tech tools at a fast pace, the panel indicated there are five tech trends that are impacting retail: e-books, mobile, print on demand, augmented reality and cashless culture. Four retail trends—showrooming; SoLoMo (Social, Local, Mobile); omni-channel; and personalization—were also noted as significant to retailers.

Creating an in-store experience that will draw traffic is critical. The panel urged Christian retailers to cultivate an atmosphere that promotes relaxation, provides real-time marketing and offers information openly that reassures customers in their purchase decisions. Stores were also encouraged to assign a staff member to event management and another to digital communication.

“Be the Christian hub of your community,” the panel told NEXT attendees. “Christian booksellers are no longer only in the bookselling business. You are in the community-building, personalized-service, outcome-based-solution-provider, experts-in-all-things-publishing-related and technology business with a spiritual emphasis.”

Learn more about this retail report in the upcoming March issue of Christian Retailing.

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