Retailers were encouraged to focus more on their core customers, in a General Session: Consumer Intelligence presentation that underscored the significance of a store's best shoppers.

While 16% of all Christians' book purchases were Christian titles, for the smaller segment identified as "active Christians" by their beliefs and church involvement, almost 42% of their book buys were Christian titles.

The striking difference was revealed by Kelly Gallagher, vice president of publisher services for R.R. Bowker, as he presented some of the consumer research offered in the new CBA publication, Know Thy Customer, released this week.

Gallagher noted, too, that the average age of "active Christian" book buyers was 48, almost six years older than for all book purchasers. "Does your store reflect that?" he asked. "Not just in the product, but in signage?"

It was "absolutely critical" how stores manage their "active Christian" shoppers, Gallagher said. "Are you treating your best customers like VIPs?" he asked, suggesting stores consider specials and incentives exclusively for these consumers.

Gallagher also spotlighted the importance of another subgroup, identified as "liturgical Christians." Predominantly Roman Catholic, this group was responsible for 16% of all Christian stores purchases last year, up 2% from 2007 and making them the second largest buying block.

Observing that "active Christians" were embracing technology at a higher rate than other segments-they bought twice as many e-books in 2008-and more than half of them were involved in some form of social networking-Gallagher commented that "every Christian store should have a Facebook account." About 20% of attendees raised their hands when Gallagher asked how many stores did have a Facebook presence.

The CBA report, which marries research findings with particular strategies and ideas, sells for $149 or $99 to CBA members who buy a copy at the show.

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