Christian Retailing

Finding success for your store in 2014 Print Email
Written by Mark Phillips   
Tuesday, 24 December 2013 12:24 PM America/New_York

Consider key factors of foot traffic, product mix and customer experience 

MarkPhillipsAs you look forward to the coming year, are you left wondering something like this? “Will I be able to survive another year in the brutal retail environment when online retailers seem to have all the fun with no end to programs and service offerings?” These programs and services have been threatening traditional brick-and-mortar stores for years—and they will be a challenge in the coming year as well.

As you make plans for the coming year, here are three things to ask yourself every day:

  • ?What generates foot traffic in my store and draws people in?
  • ?Do I carry the right product mix?  
  • ?Am I creating a customer experience that motivates shoppers to spend money in my store rather than elsewhere?

 ATTRACT CUSTOMERS

Facing the year ahead, one of the primary questions every retailer should ask is: How do I attract more customers to my store? This is probably the biggest challenge retailers are facing with the growth of online shopping in the past decade. 

Think of expanding your reach beyond walk-in customers. Invite customers in through new approaches. Consider hosting in-store events on a regular basis. Invite churches to have a prayer breakfast or Bible study in your store, then offer everyone who attends a 10% coupon valid for that day.  

If space is an issue, network with local churches. Try to become the service provider for all their curriculum and VBS needs. Your target audience is church-goers, but they need a compelling reason to shop at your store. 

Take a fresh look at your store. Is it inviting? Is it the kind of environment shoppers are drawn to because of the attention your staff gives to merchandising, store layout and design? Think of the places you like to shop. Why do you choose to shop at some stores rather than others? Is your store the kind of place people talk about in your community because of its appeal, great product selection and friendly staff? Or is it the kind of place people avoid because your display windows are drab, fixtures and interiors are worn  and friendly staff is nowhere to be found? 

When visiting a Christian retail store recently, I noticed  that the store name on the sign outside was faded. If the owners didn’t care enough to fix the sign that every potential customer sees, I wonder what kind of first impression that makes and what the store looked like inside.

A steady decrease in foot traffic always precedes the closure of any retail establishment. Many of the stores that have closed through the years lacked the necessary “curb appeal.” Pay close attention to details of how your store appears to a customer and how products are merchandised. Make sure that the floors and bathrooms are always clean. Ensure that shelves and displays are given adequate attention so that customers can easily find product.

If you have a display window, make good use of the space and always keep it fresh and updated. Seasonal displays are always appealing. Tying into community events or fundraisers will personalize your store and might allow you to present items representing that theme. No one likes to stand in front of a display window that has nothing eye-catching in it or visit a store where they see outdated, faded product.

When it comes to carrying the types of product that bring in customers, consider carrying more gift products. We live in a digital age and it can be tough to compete with that. But as of now, no one has figured out how to download those gift items your customers are looking for. 

ADAPT INVENTORY

This brings us to the second question: What should my product mix be?

One of the comments I often hear from Christian retailers is that Bibles, gifts and church supplies are category leaders. If this is the case, then it is important to allocate the amount of shelf space proportionate to dollars sold. This may seem fairly obvious, but it can be surprising how many retailers are not always cognizant of the importance of shelf space allocation and profit maximization. One strategy supermarkets use is to showcase the most profitable items at consumers’ eye level. Studies have shown that the number of items consumers picked up that were placed at eye level surpassed those that were at floor or waist level. 

Revisit your product category loss and profit leaders. Be ready and willing to adapt your inventory accordingly.

Also be particularly attentive to what customers are looking and asking for. Make note of the number of times you are out of stock of different products. Do you often have to special-order items that might need to be a part of your core inventory?

 If you find at the beginning of the new year you are overstocked in certain categories, either return the product or reduce the price and clear it out. The worst thing you can do as a retailer is hang on to inventory that has been in your store for months in hopes that it will one day sell. Inventory turns are critical to your survival. The most successful retailers in the world have this down to a fine art. If a customer asks for something you don’t have, offer to special-order it and have it drop shipped directly to their house. Be prepared to match Amazon’s price to keep the sale. Doing this keeps the customer coming back.

 AWAKEN EMOTION

As for the third question to constantly keep in mind: Am I creating a customer experience that will keep customers coming back to my store again and again? Think about what customers will say to their friends, colleagues and family after they leave your store. Developmental molecular biologist John Medina once said: “The brain remembers the emotional components of an experience better than any other aspect.”

What kind of emotional experience are your customers left with when they leave your store? Are they feeling satisfied that qualified and helpful staff served them well? Word-of-mouth is one of the most important ways to attract new customers to your location. Satisfied customers will brag on you and invite others to come to your store.

As Christian retailers, you sell life-changing product with eternal value. Every single customer experience has the potential to be a “wow” moment. To quote Carmine Gallo from his book The Apple Experience:  “Create a magical customer experience that enriches people lives. Just make it great—insanely great!” 

 
Reaching teens in today’s market Print Email
Written by Annie Downs   
Tuesday, 12 November 2013 07:38 AM America/New_York

AnnieDownsZondervan author encourages Christian retailers to appeal to the next generation

As I was leaving my favorite Christian bookstore in Marietta, Ga., I experienced my first car accident. I was 16 years old and had just purchased a few books and a CD from Sweet Spirit Christian Bookstores and, to be honest, I was loading my CD into my car’s system when I pulled out in front of someone and gave their driver side door, shall we say, a little more personality. 

As a teenager, I can’t think of many things I enjoyed as much as a good 30 minutes of uninterrupted perusal time at Sweet Spirit. Long before I was a book writer, I was a book lover, and the walls after walls of words on pages felt like a sanctuary to me. But it wasn’t just the books—it was the gifts, the journals, the jewelry and, yes, the music that I should have put in while still parked instead of while making a left turn.

As an author for teen girls, it is exciting to think that my books are in that sanctuary now, lining walls and shelves of bookstores across the country, just waiting on a teen girl, like I was, to pop in after school for a respite. But there are more teen girls out there looking for Christian products that may never know to pop into a store or what is offered. If student ministries are going well and reaching the lost, resources the stores have are needed for these teens. But, how do we get to them?

I ask that question, too. As I write books, I wonder how to get them into the hands of teen girls without just doing a parachute drop from an airplane as it flies over every high school in the nation. But since that marketing technique is out of the budget, what else can we do and where can we go to meet the needs of these students looking for products to help them grow in their faith?

BE SOCIAL 

Teenagers are on social media—all over it. If there is a way to communicate with other people using technology, students have figured out how to do it. So we should be there. As content providers, we should be offering content where the students already are gathering. 

But be warned: It doesn’t take long for teens to sniff out a fake. If you are only on Twitter to sell them products, they’ll know it quickly. But if you become a voice they trust for good resources—What’s the best new music? When is an author coming to town? What products do you have that will help me understand the opposite sex?—they’ll listen. 

ATTEND EVENTS

Youth groups and Christian families attend big concerts and live events that are in your town. As a speaker on the Girls of Grace tour, a one-day conference for teen girls and their moms, I get to visit about a dozen cities every school year. 

I love it when I see Girls of Grace posters on the window of a local Christian retail store or when a store manager comes to the event. We want you there with us! When we leave a town, we want to know that the girls we have ministered to for the entire day have a place to go where they can be resourced and encouraged. 

INVITE THEM

All that teenagers need is an invitation and free food and they will be there. Where? Anywhere. So why not invite them? Make them feel at home in your store and they will come back over and over again. That’s what Sweet Spirit always did right. They always made me feel like I was welcome there, even if that meant I walked down the aisles of books for 25 minutes and walked out only purchasing one. The Carpenter’s Shop in Athens, Ga., was the same. As one of the few Christian bookstores in my college town, you rarely went there alone and always ran into another student. 

For retailers with just a section for teens or a larger department for teens, they will feel welcome if someone on your team knows the products. They will feel invited to your store if someone speaks their language. 

And did I mention food? I don’t know what that means for your store, just know that if food is there, your store will draw teens.

WORK TOGETHER

Authors and musicians, especially in the Christian market, know that we can’t do this without you putting us on your store shelves. Do you see us coming to your town? Reach out and invite us over! 

Recently, I got in touch with the folks at Crossroads Books and Coffee in Peoria, Ariz., while I was there for a Girls of Grace event at Grand Canyon University. My hope was to pop by the store and say “hi” to the managers, but when we called, they were having an event that night. Instead of turning me away, they invited me to be a part of helping raise funds for a mission trip to Africa. So I got to speak for about five minutes during the event and help send a family overseas. I loved it! 

Partnering with bookstores is one of the most fun parts of this job to me, so even if that just looks like stopping by and signing my books and posting a picture together on Instagram, I think that is great! Let’s work together to spread the message of who God is and how He loves to as many customers as possible!

And thanks for all you do. This job—writing books for women in many stages of life—is an absolute dream and I get to do it because of retailers making my books available to the public. Together we can continue to build that sanctuary in your store for the next generation and for those who will communicate gospel truths to them. 

 
Appealing to price-conscious consumers Print Email
Written by SHALYN SATTLER   
Tuesday, 08 October 2013 10:38 AM America/New_York

Value publishing helps build loyalty in shoppers looking for best bang for their buck

ShalynSattler_Headshot2Price sensitivity among consumers is a trend that seems to have become all but permanent in today’s marketplace. Shoppers have grown accustomed to receiving free and deeply discounted products online and in brick-and-mortar settings and are trained to constantly look for the next big deal. 

So how can retailers accommodate these bargain-minded shoppers and still make a profit? One of the keys lies in looking to publishers with a value-priced model—and mind-set.

Consider the true meaning of value pricing, an oft-misunderstood publishing strategy. Many people frequently mistake value publishing for bargain publishing—which are two entirely different entities. When it comes to bargain publishing, price is the main component. Most bargain books are priced anywhere from 99 cents to $4.99 and are usually remainders. Some of these bargain books are printed on inexpensive paper with few value-added treatments like embossing, stamping or UV gloss. The quality is often subpar in an effort to save on production costs and drive the price of the product as low as possible. Bargain books tend to produce strictly impulse-only sales.

On the other hand, value publishing ties together price and quality. The core of this type of publishing is developing a high perceived value for the customer. It’s about getting the most quality for the lowest possible price—and those prices can range anywhere from 99 cents to $24.99 or even more. There’s no limit on the price as long as the quality far exceeds what the customer would typically be willing to pay for it. The ultimate goal of value publishing is for a shopper to pick up a beautifully packaged product, look at the price sticker and say, “Wow! I can’t believe I can get this for such a low price!”

 

BARGAIN-HUNGRY

Although not a new concept, the value publishing model has been growing at a slow but steady pace in the last few years. Besides Barbour Publishing, several other Christian publishers have begun implementing their own value lines in addition to their more traditional imprints. This comes, no doubt, in response to feedback from independent Christian retailers who continually ask publishers for more value-priced books to feed the appetite of their bargain-hungry shoppers. Many consumers are just not willing to pay as high of a price for their Christian books as in years past, due in large part to the vast number of free and discounted books now available online. 

That said, working with a value publisher can be extremely beneficial to the retailer who is in constant competition with the low-price e-book market. Many consumers still love to hold a physical book in their hands, and beautiful cover treatments and packaging are not something that can be achieved in the e-book format. 

Keeping a large variety of value-priced products in stock will give shoppers the opportunity to satisfy their “find a deal” mentality. They’ll walk away from the purchase feeling like they’ve gotten the most for their money, and those good feelings likely will result in repeat visits and purchases. By offering Christian products with a high perceived value, consumers will learn that if they visit “ABC Christian Store” they will be able to find top-of-the-line products for a very affordable price. They’ll start depending on that store for a large part of their casual and gift-finding shopping missions. 

So the big question is: How can retailers really take advantage of value-priced books in their stores? What drives the answer to that question is mainly merchandising, working with the publisher and engaging local churches. 

 

RETAIL-READY

Here are some retail-ready takeaways for how you can make the most of your value-priced titles:

Placement is one of the most important elements of a value book strategy. Impulse purchase decisions typically are made near the front of the store and when customers are already in line at the register. By creating displays in those key areas, you’ll have a better chance of catching your customers’ much-coveted impulse purchases. 

But oftentimes just placing the books in those areas isn’t enough. It’s also smart to label your value-priced book section with eye-catching graphics that really get the message across. Signage should say things like “Great Deals!”, “What a Bargain!”, “Big Savings!” or something similar. Your customers are looking for great buys, and you need to highlight them as clearly as possible.

Another important step is to work with the publisher to get the best-possible discount and terms. Several publishing houses, including Barbour, will offer a discount if you purchase budget-priced books in case lots. Ordering cartons at a discount will allow you to pass your savings on to your customers by marking them down even lower. 

These marked-down books also can be used as fun giveaways sent to your VIP customers or given as door prizes. Your shoppers will appreciate your generosity and will be likely to visit your store more often.

Remember that the church market is also a perfect fit for value-priced books. As you know, many small churches can’t afford to spend much on products for their congregations, but also feel that it’s important to provide resources for felt needs and also uplifting gifts for holiday giving. With value-priced titles, you can make some feel-good sales and build valuable relationships by becoming the go-to source for your local churches’ book-buying needs. 

Contact the churches in your area to let them know that you have many value-priced products available that would make affordable gifts for their Sunday school classes, pastors, administrative assistants and Bible study groups. And if you are able, offer them a church-only discount. You may see repeat sales from the church and its members.

Value-priced publishing continues to be an important part of the Christian publishing industry—and is likely to grow in the coming years. If you haven’t already dedicated space to these unique products, consider contacting a value-priced publisher to start taking advantage of these add-on sales opportunities. 

 
Industry Forum: What should a retailer look for in a vendor? Print Email
Written by Anthony Burdette   
Thursday, 05 September 2013 04:24 PM America/New_York

AnthonyBurdetteForging partnerships with suppliers will be an important key to your store’s success

Peering across the landscape of the CBA marketplace, the industry is littered with hundreds upon hundreds of products to sell, vendors to work with and programs to execute and market. But with the dawning of the digital age and, essentially, a new type of consumer, traffic is down for many stores, and sales are struggling due to a lack of interest in in-store book and music sales.

Naturally, stores have branched out into other categories to fill the sales void. Some have added boutiques with fashion jewelry and scarves, cafés with coffee and dessert, and specialty merchandise based on the History Channel series The Bible or A&E’s infamous Duck Dynasty. Such additions to the typical product mix help to differentiate Christian retail from its big-box competitors. 

But, is it enough? Paired with exceptional customer service, are Christian retailers able to carve out enough of a niche through these new offerings? It’s safe to say that while this is a definitive step in the right direction, the answer is no, it’s not enough to thrive in today’s retail environment.

 

FIND EXCITING PRODUCTS

In a world that is breeding a consumer who is becoming more difficult to please, thanks to online product offerings that are highly customized and unique, it is essential for the CBA industry to take action. The Christian retailer must continue to discover and purposefully seek out vendors who not only bring their best, but also bring more to the table. The task at hand is to find vendors who consistently release fresh, quality products, provide excellent customer service and elicit a spark of excitement among consumers.

While many products in the CBA industry are timeless, industry leaders must continue to adapt to a consumer culture that may no longer place as much of an emphasis on quality customer service as it once did—and is becoming progressively bored with run-of-the-mill products and services. To address this need, Christian retailers must remain sharp, identify customer trends and act quickly. 

Partnering with vendors that are committed to new product development and a pursuit of industry excellence is a win-win. Finding and building relationships with vendors that are mindful of the future and being at the forefront of the industry is a key piece of the retail puzzle. When strong, smart partnerships exist between vendors and stores, customers will take notice, traffic will increase, and improved sales will result. 

As a vendor, P. Graham Dunn works hard to analyze sales and reveal to customers products that provide proven sell-through. We not only disseminate this information at store level, but also internalize it and take what we learn to develop new products that are engaging and exciting.

New, on-trend product is key, but don’t discount quality either. Identifying vendors that consistently provide an excellent product, deliver on their promises and are able to keep store shelves full is essential.

When competing in the fast-paced game of retail, stores lack the time and resources to struggle alongside a vendor with replenishment issues, overdue delivery times and inconsistent products. Once you find a vendor that produces and distributes great product, begin building a relationship that if done right, begins to resemble a partnership. 

 

PRIORITIZE KEY PARTNERSHIPS

The Christian products industry has an extensive history of passionate and deliberate relationship-building. This aspect is unique to CBA, and one that is essential to the survival of the industry.

P. Graham Dunn takes pride in the relationships that have been built in the CBA marketplace since the origin of the company. Founder Peter Dunn built many relationships through the years that led to our growth and development—relationships that we strive to build upon and enhance. It is a company priority that we make ourselves accessible to our dealers and open to their feedback via trade-show presence, store visits, our on-site dealer conference and through email and phone contact. 

As a vendor, we also benefit, gaining first-hand feedback from stores that pass along their learning from listening to customers and analyzing sales. P. Graham Dunn takes dealer feedback seriously, and works to identify common-ground solutions.

Recently a visit to Hackman’s Bible Bookstore in Pennsylvania gave us an opportunity to reconnect, discuss business, hand off some new product and fixtures, and leave with smiles and bags full of pretzels for the road. It’s next to impossible to quantify the value of these relationships, but they keep us excited about what we do.

 

GROW YOUR PASSION

Excitement is contagious. It’s no secret that word-of-mouth marketing is the purest and most effective form of advertising. When selling products that you absolutely love, it’s nearly impossible to keep quiet about them! At P. Graham Dunn, we love the products that we manufacture and sell, and we do our best to pass along this passion through our product offering, promotions and sales representatives.

A perfect example of this practice in action is our personalized laser-engraving program, which was initiated years ago out of our sole retail location in Dalton, Ohio. Early on, we could see that the effect this product had on our customers was overwhelming, and we were determined to pass along this opportunity to our dealers. 

In the past few years, we have worked to develop a program that can be placed in just about any store and is a simple, yet unique product line that excites customers. This is just one example, but there are hundreds of products out there that can bring excitement to your store. 

Finding extraordinary vendors is not easy and will not happen overnight, but it will pay off. Drumming up vendors that keep their products fresh, treat you well and elicit excitement will not only elevate your product offering, but also your business and bottom line. 

Although P. Graham Dunn is a vendor, we too maintain a 20,000-square-foot gift shop on our premises, and we take the aforementioned steps on a daily basis to keep our customers coming back. We’re always on the lookout for new vendors and products that are unique to our store—and items that customers just cannot find anywhere else. This is what makes our store different, and it can do the same for yours! 

 
INDUSTRY FORUM: Five steps to effective differentiation Print Email
Written by Christine D. Johnson   
Thursday, 10 June 2010 02:37 PM America/New_York

by Mark Schoepke, owner and general manager, Tree of Life Christian Outlets/Parable Christian Stores

 

Here are some of the ideas we have implemented that may help other stores:

 

  • Pray with and for your staff
  • Establish individual sales goals based on sales volume, average sale, number of items per transaction, and premium sales
  • Always have premiums at point of sale; for example, $5 CDs or books
  • Look for ways to bless your customers and staff: vendors will often help you if you ask
  • Give away as much as you can; establish a public relations account to support local ministries like Young Life, Youth for Christ or whatever your area of concern is;
  • Look for projects you can do with customers and staff to benefit Christian ministries. Our examples are the soccer ball and Bible drives for African outreaches
  • Include your managers and employees in all major decisions and procedure changes you plan to make
  • Use closeout, overstocks and special promotional buys to increase your gross profit
  • Increase your gross profit through mark-ups, special purchases and buying from direct importers. Consider selling used music, used books and used DVDs. Look for products that increase gross profit margins
  • Spend a reasonable percentage of your advertising money on acquiring new customers-don't spend it all on your existing customers. Use vendor co-op dollars to promote their special offers such as 40% off retail prices on Bibles, 50% off books, vendors' books of the month and other introductory offers
  • Remain competitively priced in your market; shop and review what your competitors are doing-including mass marketers, big box stores and e-commerce sites. Subscribe to their mailing and email lists so that you know what they are selling, promoting and sale pricing
  • Have some planned special events--tent sales, sidewalk sales, anniversary sales--but choose items you can sell profitably at discounted prices rather than discounting the entire store
  • Make sure to take a complete inventory, including hand counts, and verify computerized numbers twice a year. We have seen three stores go out of business because they didn't know they were losing money. They all guessed at their gross profit margin for several years
  • Make sure you know your conversion rate-the number of customers walking into the store versus the number of customers making a purchase. This number can change dramatically due to different staffing, too few associates on the sales floor and the time of year
  • Where possible, involve talented people to help you direct your advertising dollars.

 

 

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