Christian chain stores have been putting an emphasis on their online presence during the past year, as several also saw some brick-and-mortar expansion.

Groups like Cokesbury and CLC Christian Bookcenters both identified the Internet rather than other physical channels as their greatest challenge for business, with leaders from both groups citing examples of customers coming into outlets to research resources before then ordering online at lower cost.

At Mardel Christian & Education, 2010 was the first full year of operation for a new Internet presence that integrated the chain's online and in-store inventory, said President Jason Green. The changes were among several that enabled the chain to see revenues "at our expectations" for the year, with "some stores up some and some down."

Though Lifeway Christian Stores declined to comment on 2010 operations, the chain—with 163 locations at year's end, up from 2009—was "performing well," President Mark Scott said in a third-quarter report to trustees.

Family Christian Stores, which did not respond to inquiries, but has previously reported having more than 300 stores, listed "nearly 300 locations" on its Web site in December.

Read the complete article in the February edition of Christian Retailing.

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