CBA unveiled a four-pronged “back-to-basics” initiative intended to build business for Christian retail stores, last night.

Introduced by association President Bill Anderson at the Future of the Industry (FOI) Conference opening CBA Advance, the three-year More From the Core project focuses on customers, partnerships, inventory and staff.

Described as a “strategic initiative strengthening the foundations for Christian retail's present growth and future success,” More From the Core aims to help stores ensure they are getting all that they can from existing relationships and practices.

Anderson said that while Christian retailers needed to be innovative, it was important their foundations were solid. “This is back to basics with muscle,” he said. “This is majoring on majors.”

The effort will be backed by new research, training and consulting from CBA. Further details of how stores can be part of the initiative are due to be disclosed during the week and at Independents Day, the gathering of independent retailers Friday that closes out the three-in-one winter trade show in Indianapolis.

Spelled out at a closed-to-media session, More From the Core sets out to use “the combined muscle and strength of retailers, suppliers and CBA,” according to a pamphlet outlining the initiative.

Among the CBA goals for the next three years is the tripling of the frequency of purchases by core customers, retail staff development and challenging member-suppliers to develop “specific channel management strategy for Christian retail.”

More From the Core “will be the focal point of all that we do to help you and your fellow members strengthen the foundations you need to grow traffic, sales and long-term health,” CBA said.

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