Hosting book fairs at local Christian schools and using photo books to help staff identify local pastors and church members when they come in the store were among the innovative ideas that won Jim and Lorraine Valk CBA's top honor for retailing excellence for the couple's Banner Books Parable Christian Store of St. Joseph in St. Joseph, Mich.

The Valks received the Jim Carlson National CBA Spirit of Excellence Award-to "recognize retailers who walk the extra mile in pursuit of excellence through Christian retailing," said CBA Executive Director Curtis Riskey-during the CBA Member Luncheon.

The Valks were chosen from five store locations honored during the event for excellence in different areas, and also were singled out for their marketing efforts. Announcing the awards, Riskey told how the Valks took products to sell at the local county youth fair and sought input from Facebook friends for marketing ideas as part of their efforts.

Dwayne and Lisa Phillips, owners of Dalton's Christian Bookstore in Franklin, N.C., were recognized for excellence in innovation. Among ways they have sought to connect with their community have been placing customer photos in the store's front windows and partnering with local businesses in cross-promotions.

Paul and Sue Kuntz, managers of Arrowhead Parable Christian Store in Johnson City, N.Y., took the award for community outreach and ministry. "If there's an event in their town, they are there," said Riskey, citing hospitality tents at festivals to fundraising for pro-life ministries.

Patricia Taylor, owner of Cornerstone Christian Supply in Cheyenne, Wyo., was honored for merchandising. Taylor created a military section to serve customers from a nearby Air Force base and "keeps re-inventing the store by listening to customers and studying traffic flow to rearrange categories, displays and presentations," Riskey said.

Steve and Marie Prickett, owners of Logos of Northern Kentucky in Alexandria, Ky., were recognized in the area of customer experience. The pair connected with local churches and sought to "engage customers and create very spiritual and emotional experiences in and around the store," Riskey said.

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