Retailers trade association also to recognize ‘as many stores as possible’ with new ‘Excellence’ awards

CBA has launched two new initiatives intended to help member stores compete more effectively with other retail channels. Meanwhile, the trade association has announced a new award to recognize stores for their innovative and excellent efforts

CBA Connect will give retailers online access to training and support resources while CBA Consumer Intelligence will help them understand their customers better.

Parable Christian Stores is the first retailer group to join the CBA Connect platform, which rolled out last month. The online platform will bring together all CBA’s training programs and enable users to interact with one another, swapping information, according to a report in CBA’s January Retailers+Resources magazine.
The service is “an integrated information and marketing tool that helps retailer-and-supplier training partners communicate more effectively, and helps stores place more products into customers’ hands,” the article said.

“We decided to partner with CBA in order to streamline our efforts rather than using multiple training (Web) sites,” Parable’s Family Entertainment and Online Merchandiser Randy Ross told Christian Retailing. “This collaborative effort allows vendors to work with CBA as a single contact for product training disbursement, and allows Parable to focus training on our material rather than general product info. This partnership is a win for CBA, Parable, and most importantly, to the local store.”

Meanwhile, CBA Consumer Intelligence, an alliance with R.R. Bowker, will “dramatically change the way the industry responds to consumer tastes and preferences through merchandizing, marketing and product development,” the CBA magazine said.

Drawing from information gathered regularly from around 300,000 consumers, the service will report on consumers’ spending habits and decisions according to their designation in different Christian groups, from “active” through “professing” to “cultural.”

The data will help retailers improve their category management, and help identify “new selling opportunities … track performance against competition, and monitor market share by category, channel or publisher.”

CBA also recently launched Custom Inventory Accelerator (CIA), which equips stores to refine their inventory mix for maximum profitability by matching its in-stock data with CBA’s CROSS:SCAN sales data.

CBA said one store in the field test reported a 12.8% sales increase in book sales and 16% in overall sales in August compared to August 2007 after using CIA to identify high-performing inventory not previously stocked. Another store more than doubled Bible sales in September using the tool.

CBA also recently announced its new  Spirit of Excellence Awards. On a monthly basis from January until May, CBA will award stores for their innovative and excellent efforts.

“Unlike previous Store of the Year awards, the new CBA Spirit of Excellence Awards are designed to acknowledge not just one store every year, but as many stores as possible that are conducting exceptional retail practices and obtaining winning, measurable results,” CBA said. “We want the entire industry to know the creative, unique and new things retailers are doing to be successful.”

At the International Christian Retail Show (ICRS) in Denver this summer, all stores that have won awards during the first half of the year will be eligible for the Jim Carlson CBA Spirit of Excellence grand prize award.

Retailers, suppliers and publishers adjust their presence at Christian product industry shows

The Christian product industry’s trade show calendar is being rewritten for 2009 because of the continuing economic slowdown. Organizers have postponed, scrapped and shortened planned events.

Meanwhile, several retailers, suppliers and publishers contacted by Christian Retailing have said they will skip or cut back their presence at trade shows.
“As far as 2009, I’m not going to any shows,” said Elaine Todd, owner of Living Branches in Winchester, Va. “Two years ago, I would have never dreamed (of that). But that’s what lack of revenue will do.”

Thomas Nelson scrapped plans in December to hold its second Open House reception for key Christian retail accounts, scheduled for April 13-15. The three-day event has been pushed back to 2010, when it will become a biennial happening.

“We are already beginning plans for the 2010 Open House and do not anticipate it being cancelled,” Thomas Nelson President and CEO Michael Hyatt said. “That being said, we will continue to monitor the economic climate to confirm that it will be a prudent investment of resources for our vendors and Nelson.”
The Nelson move came after CBA announced that it had cancelled plans for a West Coast location for its Industry Conference, scheduled for Feb. 4, because of lack of support, though the Jan. 14 one planned for Atlanta went ahead.

CBA had previously announced that it will shorten its annual summer show—long the centerpiece of the Christian products industry—from five to four days in a cost-cutting move as well as response to feedback from exhibitors. Marking its 60th anniversary in Denver, the trade association’s International Christian Retail Show (ICRS) will be held July 12-15, 2009.
Just like 2008, Hyatt said Nelson would not exhibit at either Book Expo America or ICRS.

“For Thomas Nelson, these shows provide very little return on a very significant investment,” he said.

Hyatt noted that Nelson will participate in the Evangelical Christian Publishers Association’s (ECPA) inaugural Christian Book Expo (CBE) in Dallas, March 20-22.
“CBE is not a trade show; it is a consumer show,” he said. “It was created with the intention of reaching customers, both old and new, with the inspirational message of Christian books, Bibles and other resources.”

ECPA President Mark Kuyper said CBE and ICRS “have completely different purposes and structure by design, so they are really non-competitive.”

“But for some publishers there will be a question of resources available to do both,” he said. “For those publishers, I’m sure they will choose which one to attend based on their unique strategies and goals. We hope both (events) will provide enough value to help our publishers and retailers be as successful as possible in the coming year.”

ECPA has projected “a very moderate attendance at CBE of 15,000 to 20,000,” said Kuyper, noting that 60 exhibitors had signed up by January for CBE.

Meanwhile, ECPA announced plans last fall to move its Publishing University from a physical event to multiple online Webinars for 2009.

The Webinar format will allow ECPA to tailor the matter to meet pressing industry needs, recruit previously unavailable or higher-profile presenters and schedule the seminars quickly, association officials said.

Unlike other publishers who are decreasing their participation in industry events, Standard Publishing was “increasing the number of trade shows we will attend, consistent with our strategy of increasing our channels of distribution,” said President Larry Carpenter.

Standard would attend The Gathering 2009, the Religious Booksellers Trade Exhibit (RBTE), the Frankfurt Book Fair, The London Book Fair and Marketsquare International this year.

“We also plan a major presence at CBE,” Carpenter said. “We are cutting back our footprint at ICRS and BEA, so our overall trade show expenses do not go up significantly.”

Gift companies were also cutting back on trade shows. Brian Adkins, CEO and founder of Scripture Candy, said his staff contingent for ICRS this summer will dwindle to four—including himself—instead of the 12 people who traveled to the Orlando, Fla., show in 2008. Brownlow Gifts President Paul Brownlow said his company would have a smaller booth at ICRS in Denver.

Dicksons Vice President of Marketing Steve Mohler said the company would participate at ICRS, but it would not attend other trade shows this year, including the Munce Group’s Christian Product Expo (CPE) Hershey, held last month in Pennsylvania.

Last fall, Munce Group scrapped its CPE Regionals West show, which would have been held normally in January—citing a glut of trade events scheduled for that timeframe.

Former retail manager ‘played a critical role’ in boosting circulation of ‘Charisma’ magazine

Murray Fisher, a widely respected veteran of the Christian publishing world, died Jan. 6. He was 75.

A former retail manager who turned to Christian publishing more than 40 years ago, Fisher headed circulation, marketing and publishing efforts at three leading Christian companies before founding his own business, Longwood Communications, in 1992.

Leaving J.C. Penney in Detroit, where he was a sales and merchandising manager, Fisher joined Christian Life Publications in Wheaton, Ill., in 1963. He served as circulation director there until 1970.

Working in advertising for the next few years at the Russ Reid Advertising Agency and J.B. Lippincott in Philadelphia, Fisher became vice president of marketing at the Christian Herald Association in New York in 1978. He oversaw marketing for the association’s books, magazines and four book clubs.

A circulation consultant to Strang Communications’ Charisma magazine from the 1970s, Fisher joined the Lake Mary, Fla., company—which also publishes Christian Retailing magazine—full time in 1985. Through 1992 he was publisher of Strang’s Creation House book division—now the Strang Book Group, which includes Charisma House, FrontLine, Realms, Siloam and Casa Creación.

“Murray Fisher played a critical role in helping the circulation of Charisma grow when it was a very small magazine,” said Stephen Strang, owner of Christian Retailing and Strang Communications. “Years later I was so honored to have him full time on staff to head up Creation House. But Murray was more than a consultant or employee.

“He was a mentor and a friend,” Strang added. “He was always a godly man and will be long remembered and missed.”

At Longwood Communications, Fisher published novels and non-fiction and served as agent to several authors. Among the books he published were one for former Surgeon General C. Everett Koop and a nurse’s account of her service after the 2001 terrorist attacks in New York City.

Married for 56 years, Fisher is survived by his wife, Donna, three children and two grandsons. He was a founding member and elder at Vista Community Church in Orlando, Fla., where a memorial service was held Jan. 10.

Regional chain slims to 18 outlets ‘to survive the economic downturn’

Berean Christian Stores is cutting the number of its locations by almost a third. Stores are to close in six states, reducing the Cincinnati-based regional chain to 18 outlets.

The move was a strategic business decision, said President Bill Simmons last month.
“We have a lot of great stores, but there are some that we cannot afford to operate in today’s economy,” he said.

The closures include three long-established stores acquired from independent owners when Berean embarked on an expansion program a couple of years ago.
In 2006 it bought Macon Christian Store in Macon, Ga., from former CBA chairman Chris Childers, and Wellspring Christian Bookstore in Louisville, Ky., from Ward and Anita Wells. The following year, Berean took on The Living Water Christian Bookstore from Wayne Pence.

Also being shuttered are the chain’s two other Indianapolis market locations and stores in Wooster, Ohio; Phoenix, Ariz.; and Fullerton, Calif.
Simmons declined to talk about specific locations, but said that the closures were to begin in January and would mostly be completed by March 1.

The decision had been made in November, he told Christian Retailing, and was intended “to make sure we have done everything we can to survive the economic downturn,” he added: “If we plan for the worst and do better than that, then it’s all icing on the cake.”

Meanwhile, Family Christian Stores has closed its outlet in San Diego, although the company declined to comment. Last month the company’s Web site store locator listed a total of 298 stores in 36 states.

In an interview with The Daily Times in Salisbury, Md., to mark the opening of the chain’s new store there, in December, Family’s Director of National Marketing and Promotions, Alex Mosoiu, commented on some of the changes in the Christian retail market in recent years.

“Christian retail has undergone a significant shift in the past 10 years: It used to be a destination business—stores like (ours) carried products no one else did, so customers would be willing to travel greater distances to find them,” he told the newspaper.

“Today, the landscape is dramatically different than 10 years ago; our products can be found in multiple places,” he added.

As a result, Mosoiu said, “location becomes incredibly important, as customers are less willing to drive out of their way. As part of being good stewards, we look for effective real estate locations that fit our model.”

With the economic climate as it was, Mosoiu said, “we are making strategically sound new store and relocation decisions in order to maximize the number of customers we can serve.”

Meanwhile, LifeWay Christian Stores—a division of the Southern Baptist Convention—added nine stores, while closing two stores last year, according to LifeWay Christian Resources Media Relations Manager Chris Turner.
“Our current store count is 151, with the likelihood that number will increase in 2009,” said Turner, who declined to elaborate on the chain’s plans for this year.

Customer profiles reveal potential growth areas for business

Although many Christian retailers are struggling with the bleak retail economy, one industry expert believes there are “pockets of opportunity” for stores willing to ask hard questions and change according to the needs of their customers.

The message of hope was offered by Kelly Gallagher—general manager of business intelligence at publishing information company R.R. Bowker—who presented information from the company’s Consumer Information Research panel during the CBA Industry Conference .09, which drew 110 retailers, publishers and industry leaders to Atlanta last month.

Citing an aging customer base at Christian retail and stores “losing numbers of consumers,” Gallagher told attendees that reaching a younger generation was the “key to moving Christian retailing forward.”

Painting a portrait of the average Christian retail customer, Gallagher noted that 64% were women, 72% were over the age of 40, 46% had an annual income of more than $50,000 and 70% were Protestant believers—with 57% of those actively practicing their faith.

Additionally, Gallagher revealed that 22% of Christian book buyers were Catholic or Mormon, while the final 8% were identified as non-Protestants. 
He encouraged attendees to ask themselves “who could be your customer?” rather than “who is your customer?” Gallagher gave the example of how the sales of cookbooks last year were flat, but “they were through the roof” with younger generations.

He also observed that women accounted for 68% of fiction sales in the general market, but they made 89% of such purchases in the Christian retail sector.
“Where are we with fiction for men?” Gallagher asked. “Are you making your fiction section so focused on one segment that you’re missing out on another?”
Gallagher urged attendees to study their customers’ buying habits and technologies, and to ask themselves “how committed am I to change” in reaching customers?

Other presentations at the Jan. 14 conference also highlighted change, whether focusing on emerging technologies like cell-phone marketing or giving the customers more options.

In his closing remarks, CBA President Bill Anderson said the turnout had “surpassed” the CBA goal for the conference. He told Christian Retailing that CBA was “definitely” planning an Industry Conference for 2010. “What the format is, I don’t know,” Anderson said.

Suzanne Millen, promotions planner for In Touch Ministries in Atlanta, found the sessions helpful, especially in regard to reaching younger customers.
“I primarily came to learn about the social networking, just knowing that our market … and economy is changing, and getting new ideas on what to do,” she said.

CBA Industry Conference 09 was held following AmericasMart’s Atlanta International Gift & Home Furnishings Market, and just before the Christian Trade Association International’s Marketsquare International.

Just like last year, CBA worked out an agreement with the gift convention. Christian gift vendors who exhibited at AmericasMart were identified with CBA signage outside their booths, a benefit new business owner Kim Humphries of Hold That Thought in Decatur, Ala., found extremely helpful. “Most of our really good contacts came from that sign,” she said.

But other exhibitors such as Abbey Press expressed disappointment with the traffic at AmericasMart, estimating a sales decline of 25% from last year’s show.

Stores, suppliers ‘optimistic’ despite a weak Christmas season

The 2008 Christmas season produced “a mixed bag” of results for Christian retailers, suppliers and publishers, but they sounded more upbeat than the gloomy reports from the worst U.S. holiday shopping period in nearly 40 years from the general market channel.

Amid a turbulent economy, many mainstream retailers reported steep sales declines during Christmastime. Holiday sales for such chains as Gap (14%), Sears (12.8%) and Macy’s (4%) were all down, according to the Associated Press. Even Wal-Mart reported smaller sales gain than expected, posting a modest sales increase of 1.2%—down from 2.7% in 2007.

Many in the Christian industry were still compiling results in early January, but several contacted by Christian Retailing were optimistic about holiday results.

Sales at some of Mardel Christian & Education’s 27 stores were flat, according to President Jason Green, who noted that overall business increased thanks to strong openings at two new stores that launched during the Christmas season.

Apparel, framed art, gift items and Bibles were popular with the chain’s customers, he added, with the latter boosted by new releases, including Crossway Books & Bibles’ ESV (English Standard Version) Study Bible.

“We are optimistic about 2009,” Green said. “While we are concerned about the economic situation that is before us, we know that God is control.”

Meanwhile, Dicksons released nearly 1,350 new items last month—the second largest rollout of products in the 65-year history of the Indiana-based gift company, according to Vice President of Marketing Steve Mohler.

“We realized new product with current design and colors are important to inspirational gifts and our industry,” he said. “Everything I hear is that things will pick up (economically) this year. If we’re not prepared for the rebound, we’ll be late. We won’t do that. We’ll be ready.”

Mohler added that Dicksons had heard “a mixed bag” of reports from independent bookstores. “It’s not all bad,” he said. “We’ve heard of different stores in Tennessee, Alabama and Georgia that had 8% to 12% increases. I’m pleasantly surprised that some stores had a good Christmas. There’s light out there.”

Mark Hutchinson—co-owner of Blessings Christian Marketplace, a chain of four stores based in Chilliwack, British Columbia—said December sales were 16.9% up from 2007.

Blessings’ top sellers over Christmas were William P. Young’s The Shack, Karen Kingsbury’s Every Now and Then and Michael W. Smith’s A New Hallelujah.

“We did not heavily discount anything,” Hutchinson said. “We had various special promotions running, but not widespread at all. … All in all we tried to communicate that we were offering fairly priced products throughout the store. I think our numbers illustrate that we did well and did not give the store away. Our margins were also higher this year than last year.”

Elsewhere, Deeper Calling Media—an online retailing operation that handles the Web site for approximately 130 mostly Christian-owned stores—reported a 5% increase in December from 2007.

Owner Bill Goodyear said he attributed the sales jump to his clients offering unique products, including gourmet food items, Christmas ornaments, high-end home décor and various specialty products.

“The fact (that) we were up was exceedingly encouraging,” he said.
Meanwhile, STL Distribution North America exceeded its budget for December and saw an increase in business from 2007, according to Vice President of Marketing David Dykhouse.

“We were the prime source for Canadian retailers to turn to in the wake of R.G. Mitchell’s demise,” said Dykhouse, referring to the largest Christian distributor in Canada unexpectedly closing last September. “We aggressively pursued the business and were rewarded with a dividend of extra Christmas sales.”

However, several retailers, suppliers and publishers reported soft Christmas sales.
In Heaven’s Name Christian Bookstore in Dalton, Ga., saw seasonal declines of 9% in sales and 44% in gift certificates. Owner Geneva Whitener attributed the latter to the media putting a damper on the category as shoppers shied away from gift cards and certificates for fear that the stores would go broke.
“It seemed like we had more traffic this year, but people were buying less,” Whitener said. “They weren’t buying large items as they did in 2007.”

Elaine Todd, owner of Living Branches in Winchester, Va., estimated her sales were off by 20%. “It doesn’t pay my bills to know I’m not alone,” she said of other retailers’ woes. “But I guess I know it’s not something I’m doing desperately wrong.”

DaySpring Cards saw a decline in Christmas product, primarily because of a decreased customer count due to store closings, said Director of Communications Brenda Turner.

Rick Shear, vice president of Christian retail key account sales for Thomas Nelson, said holiday season sales were flat.

Christmas sales for Zondervan were just slightly down over 2007, according to Verne Kenney, executive vice president of sales. He said a pair of Zondervan titles were strong seasonal sellers—Rick Warren’s The Purpose-Driven Life and Jon and Kate Gosselin’s Multiple Blessings, released last October.

Nominations open for top books, Bibles, gifts, music and more

Christian retailers are again being given the opportunity to place their seal of approval on the best new Christian products of the year. Voting will begin soon in Christian Retailing’s 2009 Retailers Choice Awards.

Since it was introduced in 2001, the Retailers Choice Awards program has been increasingly acknowledged in the industry as an important way of recognizing some of the most significant new life-changing materials.

New categories
This year’s program sees the addition of several new categories, in recognition of the continuing changes in Christian retailing. New prizes will be awarded for the Best Church Supply and Christian Education products.

In addition, there will be new awards for the Best Backlist Product of the Year, the Best Marketing/Promotion Campaign and the Top New Supplier.

Before voting opens in our 35 categories, however, it’s time for suppliers to nominate their top products from last year for consideration. Publishers, music labels, gift companies and others last year put forward almost 250 products from which retailers may choose.

The entry fee to nominate products remains the same this year, just $50 per item. Nominations will be accepted through Friday, March 6. Supplier nomination details can be found on this page, with online voting to start in April.
The winners of the 2009 Retailers Choice Awards will be announced at the International Christian Retail Show in Denver in July.

For full details, including a downloadable nomination form and a complete list of last year’s winners, visit www.RetailersChoiceAwards.com.

Official rules
Products nominated for the 2009 Retailers Choice Awards must have been published/released in 2008, except for Best Backlist Product, and include clear Christian content, message or worldview.

In the Gift category, “inspirational” items not specifically Christian will be considered, although those contrary to orthodox Christianity will not be included.

Entry fees for products not accepted will be returned in full.

Retailers will be asked to judge nominations on the impact they have had on staff and customers, including their ability to:
-Speak to people’s hearts and evoke emotion
-Open people’s minds to new ways of thinking
-Encourage and affirm Christlike living

Nominating companies shall not canvass retailers for votes; ballots that have been solicited by suppliers will be disqualified.

Voting details will appear in the May 4, 2009, issue of Christian Retailing, with a retailer ballot form available online. Voting retailers will be eligible for a drawing to receive a free selection of finalists’ products.

The deadline for suppliers to nominate products is Friday, March 6.

The deadline for retailers to vote will be Friday, May 29.

E-mail This email address is being protected from spambots. You need JavaScript enabled to view it. for more information.