Send The Light Distribution launched a new discount program for Christian retailers yesterday, Feb. 11, called Simply 42, which replaces the $5k Advantage Program.

Instead of having to qualify for different discount levels based on purchases, all customers of the Elizabethton, Tenn.-based wholesaler who were formerly part of $5k Advantage will now receive a 42% discount on all books and Bibles, except "short discount" products such as homeschool and music, company officials said.

Mark Phillips, the distributor's vice president of sales and marketing, said that customers have been waiting for such a program.

"Our Simply 42 is not an elaborate program, complicated discount structure or volume-driven incentive scheme that no one understands," he said. "It simply gives our retail partners access to over 58,000 Christian books and Bibles at a 42% discount—no strings attached. The retailer doesn't have to worry about what discount level they currently are at, it is simply 42%."

He added that preliminary talks with customers indicated the program is "long-anticipated and will be very well received."

"We believe with our East and West Coast distribution centers giving our customers one- to two-day service, free shipping on orders of 15 units or more and a straight 42% discount on a very broad range of Christian books and Bibles ... allows Send The Light Distribution to serve the needs of our customers and enable them to maximize the benefits of using a distributor," Phillips said.

Send The Light President and CEO Glenn Bailey added: "Simply 42 will make it easier for our customers to qualify for our best discounts and know what they are getting in advance."

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