As DVD-based small group study materials gain in popularity, curriculum resources are growing in importance as a niche area where Christian stores can set themselves apart and build relationships with local churches.

But the area needs special attention if it is to be maximized, according to leading suppliers who discussed the category in a Christian Retailing roundtable forum.

"Hand-selling at the retail level is probably more important in the small group curriculum section than any other," said Larry Carpenter, speaking before his recent stepping down as publisher at Standard Publishing.

"Why? People, when they are buying for themselves, the only person they have to please is themselves. But with a small group, you are buying for five, 10, 15, 20 other people, and so making sure that you get it right is more important. ...

"So having a well-trained staff that knows what is in each, it's more important for them to be knowledgeable on that area, (more) than perhaps any other section in the store with the possible exception of Bibles,” Carpenter added.

John Raymond, vice president and publisher of church engagement for Zondervan, said that stores needed to "think about what would it be like to offer discounts more aggressively or more often to small group customers.

"The brick-and-mortar store has to think strategically, how, in this world where people can buy anything anywhere at anytime, can we offer something that will encourage them to come to our store and to encourage them to what we have to offer."

Also taking part in the discussion was Amy Reuscher, product manager for Group Publishing, who noted that small group curriculum offered opportunities for "a lot of repeat business because when they are doing two, three, four, five different small group settings a year, they are definitely coming back into the store a lot, and that gives the retailers other opportunities to sell other products to them as well as their small group product."

Read more excerpts from the discussion in the September issue of Christian Retailing.

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