An emphasis on helping their community is bearing fruit for some retailers

A “service first” emphasis is bearing fruit for stores reaching out beyond their four walls to to their community.

Though efforts such as providing hospitality tents at festivals and fundraising for pro-life ministries and health clinics are not gimmicks to increase traffic, they have helped the businesses by raising their local profile and generating goodwill—and in some cases led to more sales.

Other ways  include partnering with local businesses in cross-promotions and even hosting a biker’s wedding.

“Community outreach and ministry is definitely a key differentiator when considering a local Christian store versus general market competitors,” CBA Executive Director Curtis Riskey told Christian Retailing.

Among the retailers recognized for impacting their community are Paul and Sue Kuntz, managers of Arrowhead Parable Christian Store in Johnson City, N.Y.—who won the CBA Spirit of Excellence Award in the Community Outreach & Ministry category at June’s International Christian Retail Show (ICRS) in St. Louis.

Riskey said through events such as their Friday Faith & Film Nights, Songwriter Cafe, artist/author events & signings and pastors’ breakfasts, the Kuntzs had “utilized their store as a hub to serve their community.”

Parable Franchise Coach John Strifler said the Kuntzs have “consistently displayed a heart of ministry” for their community throughout the years. “Community outreach displays our heart and passion,” Strifler told Christian Retailing.

“It’s not a technique of retailing for stores like Arrowhead—it is who they are. As they expresses this ministry focus outside the walls of the store, churches and individuals are more interested to partner with someone with like purpose.”

Dwayne and Lisa Phillips, managers of Dalton’s Christian Bookstore in Franklin, N.C., were also recognized at ICRS for excellence in innovation. Besides partnering with local businesses in cross-promotions and taking part in Samaritan’s Purse’s Operation Christmas Child program like Arrowhead, Dalton’s collects food for a local food pantry and helps raise money for a Christian medical center and crisis pregnancy center.

“We have been involved with community outreach since the store opened in 1997,” Lisa Phillips told Christian Retailing. “ We see this (store) not as a business, but as an outreach ministry to those who need a smile, someone to listen, someone to pray with them and—if given the chance—we share the good news of Jesus Christ.”

One of Dalton’s most successful partnerships has been with the new performing arts theater in the community, and selling tickets for shows.

“It has brought many people to our store who would not have come to our store otherwise,” she said. “We now sell over 300 tickets per week, and the theater has agreed to pay us a 10% commission on our ticket sales,” Phillips added. “It has also opened the door to promote the store at the Christian concerts. They announce that the store will be open after the Christian concerts. We offer a coupon and the response has been tremendous. The store is packed even until midnight.”

Dalton’s sister store—also called Dalton’s Christian Bookstore in Waynesville, N.C.—is also active in community outreach, including raising funds for the nonprofit Good Samaritan Clinic by matching the donations of customers. Susie Sorrells, manager of the Waynesville store, said the bookstore raised several hundred dollars for the clinic last year and would again offer the “Share the Blessing” promotion this fall.

“We feel it is our responsibility to service our community in more ways than providing good Christian materials,” Sorrells told Christian Retailing. “Our company has been blessed, and we have to be good stewards of that blessing. Reaching out into our community is part of that stewardship.”

Jill and Randy King, owners of Kings Christian Bookstore (KCB) in Boone, Iowa, also have an outreach mentality. Last year, they presented a thank-you card with more than 200 signatures from local residents to the local fire chief to show appreciation for firefighters’ efforts in a fire that destroyed three downtown businesses.

Besides offering free Christian movie nights and hosting a play group for mothers with young children, KCB hosted an Independence Day fireworks party as well as a car/bike show and a biker wedding this summer.

“We love to get people together,” said Jill King, whose 2,000-square-foot store opened in June 2008. “It’s fun to hear a person tell about a need that they or their church have, and be able to tell them about someone who may be able to help fill that need. The ministry aspect of KCB is way bigger than we ever foresaw.”

Paul Kuntz said one of the taglines for Arrowhead—which opened in 1945 and won the Parable Franchise Store of the Year Award last year—is “More Than Just a Bookstore.” “And one of the ways we’ve been able to accomplish that is by providing services, events and outreach ministry,” he said such as supporting Crossway’s “Share the Good News of Christmas” campaign.

Riskey said reaching out to the community is not just a way to bring more traffic to the store, but it is “a way to truly invest in individuals and families” through the ministry of Christian stores. “Hosting and participating in community events demonstrates the care and personal touch that you devote to your customers, and will show your community the type of experience they can expect as your customer,” she said.

Meanwhile, NavPress and the Munce Group have joined forces in an initiative to show God’s love this Christmas by reaching out to “those who deserve an extra blessing.” “The Message Season of Giving” campaign encourages individuals to nominate a needy person, family or church by sharing a story of why the nominee deserves to win.

Nominations are being accepted at www.theseasonofgiving.com, which launched last month.

As part of the promotion, NavPress will contribute a portion of proceeds from every Message Bible product sold through Munce Group stores to the Season of Giving Fund, which will be used to award contest winners’ prizes.

“We were inspired by Phil. 4:19: ‘You can be sure that God will take care of everything you need, His generosity exceeding even yours in the glory that pours from Jesus,’ ” said NavPress Sales Director Eric Helus.

Four winners will be chosen by NavPress and notified by Dec. 10. No purchase or payment is necessary to enter or win this contest, which will be promoted with in-store promotion through bag stuffers and shelftalkers.

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