A new online shopping feature intended to drive foot traffic to local Christian retail stores has been unveiled at The Parable Group members' Web sites.

Consumers using the Internet can visit a Parable member or franchise store Web site and find out how many units of a particular product are in stock at their local stores. A "Get it Now” information box provides an exact item count as of a specific date, local phone number and an exhortation to “come in to the store."

The new feature is being offered by Ministry Web Stores, which handles online commerce for a range of Christian retailers, after a year of testing at Parable.com. It is available for all Ministry Web Stores clients that have the capability to transmit accurate stocking data.

Parable is the only independent Christian retailer with such a search function, said Parable CEO Steve Potratz. "Instant customer access to local store stocking levels will not only help drive traffic to stores, it gives Parable a distinct advantage over other online-only retailers," he said.

Keith Badger, manager of The Parable Christian Store in San Luis Obispo, Calif., said: "Online shoppers often want a product quickly, but don't want to pay overnight shipping charges. If customers know that the item they want is physically in our store, it greatly increases the chances that they will shop with us."

The “Get it Now” listing advises Web visitors that the quantity listed is not guaranteed to be in stock, and suggests that they contact their local stores “to confirm available stock and pricing or to reserve this item.” Ministry Web Stores' clients include Parable, Trinity Broadcasting Network (TBN), Sermon Central, Christian Broadcasting Network and Homeword.

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