Christian retailers have been encouraged to take a leaf out of the playbook of unorthodox grocery chain Trader Joe's. 

The specialty retailer with stores in nine states can offer merchandising and customer-satisfaction ideas, according to longtime Christian products industry service provider David Amster.

The chief innovation officer at Integra Interactive suggests the lessons in Christian Retailing's latest “CompeTuition” column, sharing ideas from other businesses. Amster says that Trader Joe's has earned its reputation with an emphasis on three essentials: great product selection, creative communication and engaging staff. 

That includes clever signage, handwritten in a whimsical style. “The copy is usually delightful to read and always tells you what you need to know about the product,” notes Amster. “Sadly, in my years visiting Christian retail stores, I cannot begin to tell how many times I see signs printed on white paper with black lettering or signs printed on neon paper that clash with everything in the store.  

“Then there are poorly handwritten signs. Consumers have so many choices today for purchasing merchandise—poor signage is just one more roadblock to shopping in a store.”

Then there is the chain's popular Answer Person, roaming the aisles with a tall question-mark sign to answer customer inquiries. But it is not just about information, says Amster. “It’s about relationships, and staff always convey genuine friendliness and a desire to help.”

Read the complete article in the April issue of Christian Retailing.

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