How significant is the trend toward personalization in the gift market? "Right now the trend toward personalization is absolutely huge. Everyone expects to find something special for every occasion and with personalization that is possible. When you add in our program of personalization in store you are satisfying today's customer's two biggest needs, something unique and instant satisfaction. It is a win-win for everyone."

What kind of personalized products are available at Christian retail? "Products available in the Christian market for personalization include pens, frames, clocks, Bibles, Bible covers, mugs and far too many other items to list."

How can Christian retailers attract buyers interested in these types of products? "As in any case, word-of-mouth advertising is by far the best. Once word gets out that a store is doing personalizing, it is not long before many people know it and will come looking for it. To a store that is just starting with personalization, I sometimes recommend running a sale that features the new personalized product discounted with the purchase of existing product in the store. It really boils down to each store owner knowing their customers and what they react to for advertising."

How did P. Graham Dunn get into personalization? "We got into personalizing product as an experiment. We were using lasers in our production, and we had a machine that we were replacing with a newer, faster model. It was suggested that the older machine be moved into our retail store to see if there was a demand, and if we would have the ability for on-the-spot personalized product. Needless to say, seven years later, we are very happy with the trial."

What is one of P. Graham Dunn's most popular products that is or can be personalized? "Our most popular product has been our rosewood pens. No matter what part of the country we have placed the machines, we see these pens re-ordered the most. They are a great pen, write well and look fantastic when lasered."

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