Though cheaper prices elsewhere have commonly been held to be a major issue for Christian retail stores, it seems that cost is not that big a deal after all.

Only one in 14 retailers "agreed strongly" that when consumers stopped shopping at their store, it was usually because of pricing, according to the latest Christian Retailing Vital Signs industry survey, which looked at how retailers view and care for shoppers.

Retailers said that they most commonly feel "frustrated" (48%) or "challenged" (50%) when shoppers mention they can buy products for a lower price elsewhere.

Some stores reported that they explain to customers that because of their size, they do not get the same discounts that other, larger retailers do, while others said they talk about the superior customer service they are able to offer. One retailer said: "I encourage them to shop wherever they can get the best deal."

It appears to be easier to return product in church-based stores. Only 37% of them said that they require a receipt to process a return, compared to 51% of for-profit respondents. There was a "no questions asked" return policy at 49% of church stores, while 31% of for-profits had a similar policy.

Additionally, half of non-church stores said that they set a specific limit on how long after a sale they will accept returns, something practiced in 37% of church stores.

Read the complete Vital Signs survey report in the July issue of Christian Retailing.

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