Cloud-based digital print networks are opening up opportunities for Christian retailers to tap into "hidden" communities in their areas.

The technology means stores can easily and cheaply obtain copies of foreign-language Christian books for immigrants and their families, says Chaz Nichols, director of business development for Snowfall Press.

The digital company recently launched a print-on-demand service for stores with STL Distribution North America and printer Dickinson Press.

Writing in an Industry Forum guest column for the July issue of Christian Retailing, Nichols says that many stores are in areas like where he lives, near Minneapolis-St. Paul—which has 200 "different pockets of culture."

"Chances are that there are significant, often hidden, people groups in your metro areas, too," he says. "And by reaching out and servicing the spiritual needs of these groups, you could also be driving increased revenue for yourself as well."

For Christian bookstore owners, Nichols suggests, "more than just an irrelevant data point, the whole topic of identifying people clusters may have significant influence on their relevance and revenue in the next few years."

In addition to finding new foreign-language sales, reaching out to other cultural groups may lead to selling more English-language books, he says. "You may capture the parents with your ability to service their language needs, but you will also sell English-based books and Bibles to their children."

Read more in the July issue of Christian Retailing.

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