Type: Chain
Region: Northeast
Location: At the end of strip mall across
parking lot from mall, next to empty store.
Five-star rating:
Appearance:       5 stars
Inventory:      5 stars
Staff:    2 stars

External appearance: The large purple sign with white letters on the storefront were clearly visible. The store name on the back of the building was also clearly visible, even from inside the food court of the nearby mall—excellent use of that blank space on the store back.

Window display: Posters reading “Bibles” and “Music.”

Entrance: Two handicapped parking spaces directly in front of the double-door entry. On the right door, a sign reading: “Please use other door. Thank you.” Also a poster reading, “Gifts 50% off.” To the left of the second door, a Narnia poster and a neon “open” sign above.

Layout and inventory: Immediately to the right, on a table covered with a purple tablecloth, seasonal items were marked 50% off—a great way to capitalize on the upcoming holiday. Immediately to the left sat a stack of blue baskets. Beautifully merchandised seasonal product, including a large selection of Willow Tree, sat ahead and to the right, signaling the beginning of a large gift section. This was followed by card racks, then Bibles nearer the back by church supplies. Each section in the store was clearly labeled. Outside the restroom to the back right, two comfortable chairs were appropriately located by church supplies and Bibles for those who might spend a longer time reviewing materials than casual shoppers.

At back center, the children’s department included a play table. Everything was neat and tidy. A cardboard poster for World Vision was on a table at store center with the note, “Eight children have been helped by our guests”—good marketing for a good cause. On the left was the music section, with multiple listening stations, then fiction, including designated best-sellers. At the front left were bargain books. Sale apparel was displayed on a table covered by a red tablecloth.
Large signs hung from the ceiling—gifts, Bibles, church supplies and music.

Appearance: Pristine.

Staff: A frontliner, drinking from a large fast food cup, and wearing the store apron, walked right next to me without saying a word or smiling. However, it was apparent that the staff had been busy keeping the place neat for shoppers.

Verdict: Cookie-cutter perfection in appearance and inventory, but the same weakness often attributed to chain stores—zero customer service. Near a major holiday, such as when my visit took place, consider adding a Wal-Mart-type floater at the front of the store to greet customers and immediately respond to product questions. Music was too loud. As the population ages, more retailers will need to show sensitivity to senior ears.

If this were your regular store? Fine. I’m accustomed to self-service.

Would a non-Christian feel comfortable here? Yes. Impersonal, like most retail.

What will you remember of your visit a week from now? In this near-perfect environment, it warmed my heart to see the obviously homemade World Vision sign. That authenticity, including the note about customers who had responded, felt very real in this cookie-cutter store.

THE STORE MANAGER RESPONDS: The store manager declined to respond.