'Christian Retailing' award winners on the key trends and issues they see for the coming year

BEST-SELLERS: Looking for answers to big questions // by John Thompson

One trend that seems likely to continue into 2010 and probably beyond is for publishers to concentrate on fewer, better books. The competition in an ever-dwindling economy is to provide the best books possible.

This requires ample lead time to flesh out stories, research and target audiences. It requires aggressive marketing support for print and broadcast advertising, Web presence and special events that draw attention to the book's release. And it requires finding a topic and and author that resonates with consumers.

The phenomenon of The Love Dare, like the "Purpose Driven" one before it, focuses on something tangible that we can work on within our own lives, while things around us spin out of control. So I think books focusing on these "self-help" areas will still be big.

Likewise, because of the state of affairs at the national and global levels, books that try to explain and offer solutions to global issues will also be big. Who understands the current debate about the health care bills? Yet chances are the laws signed in by Congress will affect us all, one way or the other. So there is a need to take this complex issue and boil it down to problems and solutions—especially solutions with a foundation of biblical truth.

Where fiction is concerned, I believe the trend will continue to be books that offer escapism and good-versus-evil battles. Again, because of the current state of the union, people turn to stories of fantasy when faced with a difficult situation, which explains the popularity of novels about vampires and the Amish. Both let the reader drift to another world, albeit for a short time.

John Thompson is vice president of marketing for B&H Publishing Group. The company won the Relationships (The Love Dare), Social Issues (American Heroes) and Women's Nonfiction (John: 90 Days With the Beloved Disciple) categories in the 2009 Retailers Choice Awards.

BIBLES: Value, not price  //  by Randy Jahns

First, we should be confident about what God is going to do, knowing that He will always honor the faithful distribution of his Word.

More than ever, Bibles will need to be the cornerstone of Christian retail. God's Word is the worthy focal point for our publishing and retailing work in 2010 as well.

Second, despite the growth and development of digital content, print Bibles and books will not go away. Crossway's experience suggests that free online access to the Bible and sales of digital content do not diminish sales of print-edition Bibles. On the contrary, they complement and increase the sale of the Bibles in print. An exponentially growing number of people are interacting with the Bible today in all kinds of creative media. Much of this new interest will bear itself out in print sales through Christian retail.

Third, discerning Bible buyers will be increasingly looking for great value—not necessarily the cheapest products, but Bibles that combine the highest possible quality and content with the most reasonable price. In Christian retail, several creative and exclusive Bible products and projects have proven very successful in recent years, and we should expect that trend to continue.

Fourth, 2010 promises to hold much interest and discussion among Bible readers on the topic of Bible translation methods and philosophies. As the publisher of the English Standard Version, we hear of a growing interest in a classic style of Bible translation, and specifically in the essentially literal translation approach on which the ESV is based.

Christian retail results indicate this interest, too, as the ESV experienced 45% year-on-year sales growth through Christian retail during a very challenging period when several other top 10 Bible versions saw double-digit declines.

Fifth, we sense a trend toward deeper and more substantial content in books and Bibles. As consumers filter through an almost unlimited volume of content today, an increasing number seem drawn to more thoughtful, challenging and enduring content that will help them grow.

Randy Jahns is senior vice president for Bible publishing for Crossway. The company won the Bibles, Devotional/Study (ESV Study Bible) category in the 2009 Retailers Choice Awards.

BOOKS: The 'luxury' of print  //  by Rebekah Nesbitt

As the economy continues to struggle and the digital revolution develops, the need in nonfiction books is going to change dramatically. It's as true now as it ever was: The medium is the message. How nonfiction books are delivered to readers will say as much about them as the content itself. What readers expected traditionally—printed books that are released during a media window—will change.

The change is due to the instant delivery of news and information, social networking and other digital advances. Because of the speed with which they can be produced and distributed, many nonfiction books no longer need to "wait" for the right press tour and timing.

Traditional printed books are now just one of the many ways consumers can read. In one scenario, these traditional books might be considered luxury goods, reserved for the marquee authors because they can command the higher price point associated with hardcover or bound editions.

The beauty of digital platforms and instant news means new authors can be published in non-traditional formats—online with video embedded in their programming, such as in the new Vook format. For example, a cookbook in digital platform can now include a step-by-step video of how to prepare the dish.

While new authors are being published in digital formats, it's a proving ground for printed editions. If they sell well enough in digital form, the idea is they will (hopefully) cross over to a printed edition. But that doesn't mean they'll have to abandon their digital roots. It just means they get one more medium.

All the while, authors in traditional book formats will possibly have a shorter shelf life as bound editions give way to digital technologies—thus moving from frontlist printed editions to backlist digital editions in a shorter time frame than before.

And as more and more copies of a frontlist title are sold in digital format, publishers are going to have to determine the right sequencing of their digital and printed editions in order to maximize revenues for author and publisher alike.

Rebekah Nesbitt is vice president and editor in chief at Howard Books. The company won the Auto/Biography (Mistaken Identity) and Evangelism (The Purpose of Christmas) categories in the 2009 Retailers Choice Awards.

CHURCH BOOKSTORES: Emphasizing customer service  //  by Steve Bruton

Despite the challenges of the economy and a ministry focus to our store, we were pleased recently to learn that we had experienced another record-breaking quarter, putting us 8% ahead of the previous year's tallies—something we attribute to our ongoing focus on customer service.

As a bookstore team, we believe that maintaining this commitment will be key for the coming year and make the following suggestions for others:

Distributors can demonstrate exceptional customer service to us by:

• packaging like titles in the same box
• not sending books with torn wraparounds, bent paperback covers or other stores' price stickers
• packaging our CDs without cracking the jewel cases
• ensuring that packing slips and appropriate stickers are enclosed

Because our bookstore is a small business as well as a ministry center, we have very little time to make phone calls to facilitate call tag returns and then telephone customers to apologize for delays, so a definite level of our customer service goes back to distributors' customer service to us.

Vendors and publishers can demonstrate exceptional customer service by:

• when we place our order, telling us about the super saver—rather than waiting for us to ask about it.
• not sending products or costly display racks without our confirmation. If we talk about one of your products, don't assume that means we want a case of them.
• after we place a very large order, send us a copy of what we ordered. That way we can see the reality of what we just purchased.
• informing us if an order will arrive via three different shipments. We get confused and frustrated when boxes come without paperwork for a seasonal order we placed four months prior.

In this money-tight economy, we are sometimes forced to make purchase-power decisions. With today's high $27.99 new release price, many people prefer the $14.99 paperback price. Our customers are all about keeping the purchase price down.

We also know that eliminating impulse spending is right there at the top of their priorities. Therefore, we will engage in bulk buying and super-saver specials only on best-sellers that we know we can turn. Otherwise, we will order one or two books of most other titles. That means we will daily utilize our P.O.S. software to tell us when those secondary sellers are out of stock.

Steve Bruton is manager of Northland Bookstore at Northland, A Church Distributed in Longwood, Fla. The store was named The Church Bookstore's Medium-Size Church Bookstore of the Year for 2009.

FICTION: Empathy and escape  //  by Karen Watson

There's no doubt about it, we are living in an anxious world. Recent talk in the media about the 2012 prophecies has fueled renewed interest in apocalyptic products. As a result, we are expecting read-it-again and first-time interest in "Left Behind," the series that defines this genre.

In addition, believers are struggling to understand and respond properly to the impact of radical Islam in today's world. Suspense thrillers exploring related themes should be strong in 2010 and beyond. This genre has strong appeal to male readers who have had relatively few options recently. The ongoing discussions about the Fort Hood shootings in November and the upcoming Sept. 11 conspirators' trials in New York are likely to build further interest.

As we continue to recover from these difficult economic times, readers will be looking both for stories that can speak to struggles they're experiencing and for stories that can help them escape. Novels about relationships continue to be popular in Christian retail, and that is a trend that will continue.

Great women's fiction has always explored how women survive, how they are impacted by the past and how they held out hope for the future. With the huge influx of Amish-themed novels into the market, I do think there is a danger of failing to serve reader interest in other genres. However, the ongoing success of Fireproof and Karen Kingsbury's work shows a continued appetite for contemporary relationship novels.

Finally, we're all looking for a reason to smile and a way to escape for a bit. The viral success of Anita Renfroe's "Mom Song" should remind us that our audience still loves to laugh. Don't discount women's fiction that mixes in a spoonful of humor with a generous dose of real life.

Karen Watson is Associate Publisher, Fiction for Tyndale House Publishers. The company won the Fiction, Mystery and Suspense (Dead Heat) and Fiction, Women's (Sunset) categories in the 2009 Retailers Choice Awards.

GIFTS: Redefining 'luxury'  //  by Brenda Turner

Frugality is the new normal. However, our recent consumer research indicates that consumers are not just price-sensitive with regard to value, but it is the intersection of various factors—emotion, experience and price—that really defines "value" for her.

Tighter budgets are going to translate into a renewed emphasis on gifts that are creative, meaningful and personalized for the recipient. While price will continue to play a role in consumers' decisions, consumers are seeking gift products that inspire and celebrate traditional values. There is nostalgia for the past and a desire to reinvent old traditions with a new twist.

Even though it is true that there are changes in the way people connect with their family and friends—especially through formats like Facebook, e-mail and texting—it is still very important to the consumer to give gifts and to spend in-person time with family and friends.

So what does this mean for product trends?

People want to redefine the idea of luxury by purchasing gifts that show time together is important. They want packaging quality and have an appreciation for hand-finished craftsmanship.

It's important to them to wrap a gift in a way that shows "I really care," and they want colors that are bold and "happy." So, gift bags and containers for special homemade food and gifts will be popular for 2010 as consumers strive for more meaningful, carefully planned and creative gifts.

It is important for retailers to listen to their consumers. For example, DaySpring responded to consumer requests for more options in baby and children's products by expanding the Really Woolly baby line and adding the children's videos based on the Really Woolly Kids characters.

Brenda Turner is director of marketing communications for DaySpring. The company won the General Gift Product category in the 2009 Retailers Choice Awards.

INDEPENDENT STORES: Little touches, big impact  //  by Eric Scott

This year is going to be a challenge; however, it may be our most rewarding. My first word of advice is to not plan on doing the same thing you have in the past. This is when we all need to be creative.

Let's not lose sight of that fact that are have a new age of people needing us. What is it going to take for us to keep offering them a great experience, but keep the doors open?

It is increasingly difficult to not find many of the products we offer in "big box stores," where all too often they are selling for less than Christian stores can purchase them to begin with. This is frustrating, but keep a couple things in mind.

First, how many customers truly know the other store offers that item? And secondly, do the other stores truly have a staff that can offer quality information about that product as well as all of the products that are available?

Customer service is more important than ever. We must make sure our staff has the best attitude and offers more quality information than anyone else. I suggest finding books about customer service and read them.

We need to go back to really caring for our guests. The big box stores will never be able to be personal. So, find customers' birthdays, send notes, do the unexpected. The little touches will make a huge difference and bring people back. We all know that we will never be able to compete on price with Wal-Mart, but we can offer superior customer service and experience.

In addition, we need to really look at the products we offer and make sure they have a need and purpose. Over the next couple months, I encourage you, along with the other staff, to make a list of the top five changes you want to make this year and then make a plan as to how you want to accomplish these changes.

We remain in the business of serving others. Let's bring the message of Christ to life by simply showing wonderful acts of love and kindness to everyone who walks through our doors.

Eric Scott is manager of Gaither Family Resources in Alexandria, Ind. The store was named Christian Retailing Independent Store of the Year for 2009.

INVENTORY: Making stock work harder  //  by David Lewis

What is going to be the difference between stores that keep customers coming back and those that don't make it? Good inventory management is one of the keys. That means:

But there are also three aspects of inventory management that are crucial in any economic environment.

First is taking care of backlist. In most stores, books and Bibles that have been out over a year represent at least 50% of sales, though other departments will vary somewhat from this percentage. Since there is a sales history available for these titles, they are usually the safest items to stock.

Next, it is important to keep inventory clean—and turning. Yes, it is time-consuming and not a lot of fun to identify and clean out excess inventory. But keeping a clean and fresh look to store inventory is important to please customers and keep inventory dollars working to their maximum.

Many suppliers will offer markdowns to allow a store to sell things at 50% off and still have a margin. Returns can give a guaranteed cash infusion, even if it takes time to pack them up, some freight to send them back and some time to track the credit.

Finally, cycle counts of some subcategory every day are essential. It takes accurate information to make good decisions. People make mistakes and sometimes a store loses items from shoplifters. Stores should develop a system to go through their entire inventory at the sub-department level over each six-month period. When store activity is slower, staff should know which subcategory needs to be counted. Keeping the computer inventory accurate makes it possible to make the best decisions.

David Lewis is director of sales and marketing for Baker Publishing Group. The company won the Backlist (90 Minutes in Heaven) category in the 2009 Retailers Choice Awards.

NEW MEDIA: Innovation and felt needs  //  by Karen Campbell

Consumers crave resources that leverage the hottest "best practices" from the entertainment world to effectively compete with the distractions of everyday life and draw people into God's Word in fresh ways.

With that in mind, publishers and retailers should focus on downloadable content and products at whatever sophistication level consumers need. As the industry adjusts to new technology, it needs to stay current with consumer needs and provide products that cater to the early adaptors.

Zondervan has had great success matching the Bible with technology through Inspired by… The Bible Experience, BibleGateway.com and the recently released Glo.

Publishers should build on their authors' networks, including social media (Twitter, Facebook, YouTube, blogs and Web sites) and personal contacts to help enhance their brands.

Jon Acuff, author of Stuff Christians Like, due out in March, was a rising blogger when Zondervan came alongside to promote his author platform and new book through blog-related promotions and publicity. Without utilizing Acuff's social media savvy and partnering with him to market the book, the reach of his fresh voice in Christian publishing would not be as great.

Leveraging the entertainment aspect of our culture, Zondervan and many other publishers produce cinema-quality book trailers that can be used in a variety of outlets. One way retailers can generate interest in products as well as drive people to their stores is by integrating technology into their stores and Web sites and making use of any video provided by publishers.

Karen Campbell is director of public relations for Zondervan. The company won the DVD/Video (Nooma 019: Open), Youth/Teen (Teen Study Bible, NIV), Children's Fiction (The Berenstain Bears Go to Sunday School) and Children's Nonfiction (Adventure Bible Storybook) categories in the 2009 Retailers Choice Awards.

RETAILING: Doing away with fluff  //  by Marilyn Largent

A trend I'm seeing is that people are done with "fluff." That is a big generalization of course, but I'm seeing some pretty "meaty" books that push the reader to think through what true Christianity is about, challenging readers to get serious about their faith, taking risks to minister to the needy in potentially dangerous locations, stepping out of the normal "religious" church framework and live like there really is an eternal life.

We are supposed to be here to turn this world upside down—one person at a time. And one of the ways to do that is to publish books that expose Jesus for who He really is. And to run stores that don't look or act like any other store in town.

Another trend right now is lack of trust—we've been burnt by politicians, false advertising, fallen religious leaders. ... As a result, the endorsement of a book by a trusted source is valuable to the consumer.

A more powerful endorsement is by someone the consumer personally knows or relates to. Maybe they don't know the store staff, but they did enter a Christian store in a lot of cases because they had a higher confidence in the content of the books, so if staff can personally vouch for one or more titles, that customer is likely to be "incentivized" to purchase.

Because "open to buy" dollars are an issue, it is more critical than ever to be sure you have the right books on the shelf.

Marilyn Largent is senior director of trade sales for David C. Cook. The company was named The Church Bookstore's Vendor of the Year for 2009.

• Prev
• Next