Borders' liquidation presents a "great opportunity" for Christian retailers—both chains and independents as well as marketing groups, according to industry leaders. They say the Christian retail channel could see a boost in business following the second-biggest U.S. bookstore chain's seeking court approval last month to sell off its assets and shutter its remaining 399 stores.

CBA Executive Director Curtis Riskey said that the liquidation offers a "great opportunity" for local Christian stores, especially markets where Borders operated. "Christian stores have an opportunity to add to their customer family by engaging former Borders patrons who are avid readers and like the physical store environment," he said.

Tami Heim, who served as president of Borders for four years from 2000-2004, told Christian Retailing that Christian retailers have "the most to gain" from the liquidation "with a renewed committed to superior customer service and developing their backlist assortments."

"They have an advantage because they know those who come to their stores already have decided they are interested in Christian content," said Heim, a partner at brand development agency The A Group. "That's what brings them in, customer service determines their satisfaction, and the combination of the two creates an experience that has the best chance of bringing them back again."

Mardel Christian & Education President Jason Green said Borders' liquidation presents "many opportunities for Christian retail stores to be discovered" by customers who may have shopped Borders.

"We see this as an opportunity to serve those customers who previously shopped Borders' stores that may not have been a customer or regular customer of ours," he said. "Our hope is that we encounter new faces that we can win over with our selection and service."

Read the complete report in the September issue of Christian Retailing magazine.

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