A new program has been launched to help Christian retailers tap more deeply into a niche that can drive customer traffic at a time when multichannel competition is luring more shoppers elsewhere.

Send the Light Distribution and Gifts With A Cause have produced special merchandising support to promote fair trade products not widely available online and which also amplify Christian stores’ ministry focus. The initiative builds on a partnership formed between the two last year.

Darren Henry, president of STL’s Advocate Distribution Solutions division, explained that while a growing number of Christian stores have embraced fair trade gifts that support artisans in other parts of the world, effectively displaying the lines well in-store has proved a challenge.

“They don’t always have a clear merchandising solution to the range of products that is available,” Henry said.       

With that in mind, STL is introducing two different wire display options and a basket display that offer eye-catching presentations of the GWAC handmade catalog, which includes home decor, jewelry, scarves, purses, and other accessories.

The displays come with header cards that spotlight different parts of the world from which GWAC brings items. The new fair trade merchandising—free to retailers placing a qualifying order—debuts in May with a focus on Indonesia. The signage will be refreshed periodically, featuring artisans from different parts of the world.

Founded in 2007, GWAC imports from craftsmen and women in more than 20 countries. A member of the Fair Trade Federation, the San Diego, California-based company tags each item with information about its maker.

Co-founder Mark Fangue said the company is pleased to partner with STL, which has “taken steps to become a leader in educating and helping stores make the necessary changes to stay relevant and profitable in this evolving market.”

“Stores are needing to find a way to keep and attract more customers for products and services that they cannot purchase online,” Fangue said. “They also need to provide an interesting, educational, and inspirational experience for their customers. Fair Trade gift products are a proven way to engage Christian store customers in a simple way to make a difference with their purchasing power.”

With its support for people in the developing world, fair trade is a perfect fit for Christian stores. Christian stores are all about ministry, and this category is a tangible expression of that focus customers can appreciate and get behind,” Henry said.  

But the section needs a higher profile.

“Without some greater focus, it’s easy to walk past a store’s fair trade collection and miss great products that are beautifully made, reasonably priced, and help make a difference in the world,” Henry said. “We believe our display options are an answer to that need.”

The new merchandising will be demonstrated at the International Christian Retailing Show in Orlando in late June and early July, when GWAC will be presenting its latest additions as part of the STL exhibition space.  

“The more products that we sell, the more families we can assist to lift out of poverty,” said GWAC co-founder Liz Allen. Adding more staff overseas has enabled the company to produce more items, requiring better distribution. “Working with an established and forward-thinking distributor was the necessary next step for us,” she said.   

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