Following the recession, consumers are ready to reset and start fresh in 2010. But they have adopted a new set of consumer values.

Shoppers are going to take a more balanced approach to spending, but they are still going to celebrate the milestones of life. Our research has found that:

1. Mass merchandisers have reduced their SKU count and variety faster than you have as a Christian retailer. You may have reduced the number of vendors for books, music, gifts and greeting cards, but big-box operators went faster and farther. Still, your store has the edge to support special birthdays, weddings, anniversaries, baptism, communion, confirmation, graduation and the passing of loved ones with appropriate gift products.

2. We expect your consumers to demonstrate the "Tigger effect," meaning they will bounce back faster from misfortune or change brought on by the recession. There's a more positive attitude, a new tomorrow and a "we can do it" fortitude.

3. The last year has meant economizing, doing without and scaling back. Gone are many small indulgences; cooking at home is back and, yes, people are reading more. Accordingly, a new form of escapism may appear. Be ready to meet that felt need with audiobooks and a variety of DVDs not available at Red Box. Consider bolstering your support of local book clubs.

4. People are tracking more areas of their lives as they turn up accountability through blogs, Twitter and online forums. What are you doing to fit in online with your stores or products? Trust has become an issue in retail, too. The recession created new doubters, especially driven by the motives of "green companies," and as a result, companies in the Christian products industry are going to have to work harder to rebuild consumer trust.

5. Consumers have gone through a year when they were slammed with value and savings propositions. In some categories, such as apparel, shoppers were persuaded that they were better off buying a more expensive product that would last past three uses. We predict that you can convince consumers to trade up to more expensive, higher-quality products that last longer.

6. You will have to connect with the consumer at a deeper, more emotional level. Ethics will play a huge role in rebuilding brands, so it's important to deliver on your promises and stay true to your mission. If you decide to promote green products, do so in the most genuine, biblically based manner possible. Be careful of the off-track motives of secular companies.

7. Tap into the social community. Today, more than 40% of Americans have at least one social-networking profile. The quality of your interaction and your ability to help consumers beyond your products and services will be significant.

Your creative revolution for 2010 can begin with your brand, connecting with flair and transparency. Connect with consumers through products and services that make memories, build experiences and glorify God. It will make you and your brand indispensable.

Rick Tocquigny
CEO
Artbeat of America

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