Church and independent store representatives were encouraged to get bullish about the Bible and recast their own role, at Retailing ReBoot 2011, which ended today.

The challenges to look at their ministry and businesses in a new way were among many ideas presented in a series of presentations at the Christian Retailing magazine event, held at the Florida Hotel and Convention Center in Orlando, Fla., April 26-28.

Around 80 store owners, managers and staff heard from more than a dozen suppliers and fellow store operators in educational sessions that addressed issues such as category management, creating effective customer experiences and the growth of e-books.

In a Bible focus, Chip Brown, senior vice president and publisher for Bibles at Zondervan, revealed some of the extensive research that had gone into the new-look packaging for the just-released New International Version.

The company had found that 78% of Bible buyers had been inside a Christian store in the previous 12 months and that 70% had also bought a Christian book during that same period. "Bible buyers are book buyers," he said.

Brown also urged retailers not to be too quick to undercut prices on Bibles as they could unnecessarily be giving away margin. People looking to buy a Bible to help improve their lives "look at the purchase like a car or house," he said. They will spend money," said Brown, adding that many retailers "talk about discounts too much."

In another session, David Almack suggested that retailers connect with local pastors who might promote the stores to their congregations. To make that possible, store personnel should see themselves not as retailers of a commodity, but as resourcers of valuable materials.

That's someone a pastor wants to talk to, said Almack, president of CLC USA, with independent and church stores in the Philadelphia area. But that also meant becoming a researcher, someone who was familiar with the products they made available, he added.

With the theme "Engaging Without Limits," the three-day program—which also included discussions, an author reception and suppliers' exhibition area—began with a message from Christian media consultant Phil Cooke, who shared some of the principles for coping with a world of rapid change outlined in his newest book, Jolt! (Thomas Nelson).

With everyone becoming prone to Attention Deficit Disorder to some extent because of the many distractions of technology, one of the greatest gifts people could give to others—including customers—would be their undivided attention, Cooke said.

Click here for more information on Retailing ReBoot 2011.

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