Retailing ReBoot offers ideas for how to reset business, debuts new inspirational products 

Church and independent Christian store representatives were urged to reposition themselves for more effective ministry, at Christian Retailing magazine’s annual training-and-trade event.

Speaking at Retailing ReBoot 2011, held April 26-28 in Orlando, Fla., mission bookstore leader David Almack suggested that retailers connect with local pastors who might promote the stores to their congregations. But to make that possible, he said, store personnel should see themselves not as retailers of a commodity, but as resourcers of valuable materials.

“That’s someone a pastor wants to talk to,” said Almack, president of CLC USA, with independent and church stores in the Philadelphia area. 

But that also meant becoming a researcher, someone who was familiar with the products they made available, he added, in a presentation challenging stores not to view books simply as a commodity because they were widely available in other channels. Christian books had the potential to change lives, he reminded attendees.

Around 80 store owners, managers and staff heard from more than a dozen suppliers and fellow store operators in educational sessions that offered ideas and examples of how they could “reset” their operations with changes in areas such as category management, merchandising and customer experience.

In a Bible focus, Chip Brown, senior vice president of Bibles for Zondervan, revealed some of the extensive research that had gone into the new-look packaging for the just-released New International Version.

The company had found that 78% of Bible buyers had been inside a Christian store in the previous 12 months and that 70% had also bought a Christian book in that same time period. “Bible buyers are your book buyers,” he said.

Brown also advised retailers not to be too quick to undercut prices on Bibles as they could unnecessarily be giving away margin. People looking to buy a Bible to help improve their lives “look at this like a car or a house” purchase, he said. “They will spend money. Many retailers talk about discounts too much,” he said.

With the theme “Engaging Without Limits,” the three-day program—which also included discussions, an author reception and a suppliers’ exhibition area—began with a message from Christian media consultant Phil Cooke, who shared some of the principles for coping with a world of rapid change outlined in his new book, Jolt! (Thomas Nelson).

With everyone becoming prone to Attention Deficit Disorder “to some extent” because of the many distractions of technology, one of the greatest gifts people could give to others—including customers—would be their undivided attention, he said.

Products tied to one of the most anticipated releases of the year and a hugely successful financial-planning program were among the new resources debuted to stores during ReBoot’s trade show times.

DaySpring introduced wall art featuring a plot device from Courageous, the Sept. 30 follow-up film from the makers of Fireproof—the box office hit and best-selling DVD.

The Resolution, a commitment-pledge to lead and serve their families signed by the lead characters in the forthcoming police drama, will be available in a frame, in a frame with photo spot and  printed prepacks for group distribution.

In addition, DaySpring will be bringing out a Courageous DayBrightener with movie quotes, inspirational sayings and scripture, and greeting cards. “We believe that the movie will be very impactful and that once people see it they will want a replica of The Resolution,” said Jim Shanahan, DaySpring’s national sales manager.

New Day Christian Distributors unveiled a line of more than 20 SKUs from financial planning expert Dave Ramsey’s Financial Peace program, including games, books, DVDs and CDs. 

Previously available only at live events or through churches running the course, the products had drawn a lot of interest, said Joanna Price, director of marketing and promotions for New Day.  “A lot of churches offer Financial Peace as an outreach to their community, and these are great support products,” she said.

Educational resource supplier Rose Publishing, celebrating its 20th anniversary this year, marked the occasion with an unexpected award at ReBoot. The company’s sale representative, Robin Evans, was presented with Christian Retailing’s Supplier of the Year award for Rose’s “outstanding contributions in the development and service of Christian retail.”

The magazine’s three other awards went to Kaye Wright, CBA regional sales manager for FaithWords (Hachette Book Group), for Salesperson of the Year; Chuck and Joanne Broderick, managers of Sarasota Christian Bookstore in Sarasota, Fla., for Bookstore of the Year; and Dottie Poythress, manager of The Bookmark at Johnson Ferry Baptist Church in Marietta, Ga., for Church Bookstore of the Year.

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