Christian bookstore representatives learned about a new technology-based initiative from CBA to help frontliners and were introduced to a summer makeover for Symtio, a retail digital content system, during the convention.

The retailers trade association touted its CBA Connect—which provides online training for store workers—as "an industry portal, and the way of doing business in the future," according to CBA President and CEO Bill Anderson.

CBA has been developing the initiative in the last year with the company that provides a similar platform to Cabela's, Sears, Hewlett Packard, Freightliner, Caterpillar and Microsoft.

"We simply must find ways to work together that eliminate duplicated costs, capitalizing on the cost-savings of delivering content and communication on the Internet," Anderson said. "We anticipate (CBA Connect) will create not only a more engaged and equipped frontline sales force, but increased sales and a lower cost of doing business."

Suppliers who have signed up to be on CBA Connect—which costs approximately $100 per year per frontliner—include Parable, Family Christian Stores, Standard Publishing, Thomas Nelson and Word Entertainment.

John and Lou Anne Fields—owners of Count Your Blessings Christian bookstore in Durant, Okla.—said they were excited to hear about CBA Connect along with their daughter and employee, Harmony, during the association's members' breakfast.

"I think it’s an awesome idea," John said. "When our daughter knows about a product and she believes in it, she really promotes it. Something like CBA Connect can really help her. It's definitely cost-effective."

Meanwhile, Symtio—marking a year since the announcement of its launch at last year's International Christian Retail Show (ICRS)—is now in more than 500 stores.

"We've had tremendous growth in the last year. And that's going to continue because we have a solution that meets the needs of the retailer, the content provider and the consumer," said Joe Questel, Symtio's business development vice president.

The Symtio digital platform launched in October 2008 with 212 Christian bookstores selling the cards that give access to download digital products like eBooks and audiobooks through the retailer's Web site.

"The CBA space has never had content for consumers to buy and download themselves," Questel said. "We make that available now, giving their retail customers the content and convenience they want."

Symtio's updated style includes new signage with a more contemporary look, newly designed product cards and new product displays. Stores will also get marketing kits and newsletters to help explain and promote the system.

The redesigned product cards—now 100% recyclable—look more like real book covers, and callout tags have been added on the top to make it easier for shoppers to identify the selection as an eBook or MP3 audiobook. The new cards were to be shipped to replace existing stock the middle of this month.

Response to the Symtio initiative had been "pretty phenomenal" said Zondervan President Moe Girkins. Initially started by Zondervan in the Christian retail channel only, Symtio will be made available to general market stores later in the year.

The digital media company Integra Interactive launched several offerings at ICRS for its myMEDIA BurnBar (MMBB) in-store burning systems, including the capability to purchase MP3 songs and audiobook card endcap displays featuring titles for MP3 discs and CDs.

"This differs from Symtio in that it only sells MP3 downloads," said David Amster, chief innovation officer of Integra Interactive. "According to the Audio Publishers Association, over 70% of all audiobooks sold are in CD play format and not MP3 downloads."

Amster added that MMBB recently surpassed burning 350,000 CDs and DVDs, which included music, audiobooks, video games and software titles, and nearly 350 Christian retailers have installed the in-store burning systems.

A leader in providing Web sites to bookstores, Innovative introduced several new ways at the show to help retailers drive in-store traffic and sales.

"These new tools enable retailers to provide their customers with access to their store stock levels on their Web site and give customers in-store order pick-up options online as well as promoting best-selling, vendor-supported sale products online—which are available in the store," said Larry Haege, founder and CEO of Innovative. "All of these provide competitive advantages, which are critical to retailers in the marketplace today."

Announced around the time of the convention, Bookstore Manager acquired Just in Time Digital (JITD), including rights to content and patents.

"This move consolidates our efforts to provide retailers the best service and pricing for recorded media burning and digital transfer technology," said Randy Voorhees, Bookstore Manager founder and president.

Paul LaRue, president of JITD, added: "With over 900 active retailers, we feel Bookstore Manager can take this technology to new heights. Our joint venture has yielded both successful and rewarding opportunities to help stores service their customers better."

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