Jeff Ray, national sales and marketing manager, Dicksons
www.dicksonsgifts.com

Why is bereavement a growing category? "We as Christians need to be compassionate, yet encouraging to those experiencing loss. I feel like over the last 18 to 24 months, there has been more thinking about our mortality. This is not that unusual during times like we are in economically, spiritually and socially."

Do bereavement gifts provide an opportunity for Christian stores to reach beyond their usual, core constituency? "By all means. Bereavement is a category of business that Christian retail could and should be known for. Beyond the typical card shop or florist, it is hard to find products that provide comfort and remembrance."

What trends and themes are you seeing in terms of design, style or message? "Traditional themes, designs and messages are what have proven successful for Dicksons. The Reunion Heart, When I Come Home to Heaven and Safely Home are three themes that we continue to use with this category of products."

How can stores accent or better promote bereavement gifts? "Bereavement has to be a category that is merchandised and signed for ease of the consumer to find it. Bereavement encompasses all of the categories of product typically found in a Christian bookstore-books, Bibles, children's (there are several books in the market that address death) and gifts. Partnering with funeral homes is one way that Christian retail can focus on this category. Many funeral homes now have samplings of bereavement products for sale or highlighted throughout the establishment. Why couldn't this service be offered as a satellite for Christian retail?"

What do frontliners need to say or remember when serving someone looking for bereavement gifts? "It is not what you say, it is how you act. Be compassionate, and ask a few questions about use of the product and what the consumer wants the product message to convey."

• Prev
• Next