CBA held its second Critical Issues Luncheon yesterday, a new addition to the show this year.

For-All Bible Center in Joplin, Mo., gave retailers ideas on how to change the perception that Christian stores are more expensive. After marking down The Purpose-Driven Life to $10.97, store owner Chris Leiter was able to sell 2,014 copies from his 7,500 square foot store. Noting that people felt like they had more to spend due to the money they saved on the book, Leiter tracked those that purchased the book and found that they spent more than $30 per transaction.

CBA also discussed the importance of tracking store traffic, and encouraged stores to either manually monitor traffic through a counter or purchase a more elaborate system to do so.

The new commercials to be shown on CBN for The CBN Awareness Campaign also were shown to the group. The new 90-day run of commercials will begin airing July 5, and were met by applause from retailers.

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