Researching the retail customer and employee training were two main highlights of retail consultant Jim Dion's Tuesday morning workshop, Creating a Christian Customer Focused Store. Around 100 International Christian Retailing Show attendees gathered to hear from Dion on offering the best shopping experience for their customers.

Highlighting one of the “biggest changes” in the retail world in the last decade, Dion explained that the changing world has produced an eclectic mix of choices, putting the customer “in the driver's seat.”

Dion suggested that retailers should not just place emphasis on the store's top 100 items, but should know who their top 100 customers are and key in on customer loyalty.

“We chase new customers as opposed to thanking loyal customers,” he noted.

Dion also spoke about employee training to help stores better serve customers. He compared the 250 hours of training that employees of Ritz Carlton hotels receive in their first year to an average of 7 hours in the retail industry.

Sandra La-Russa Donahue, the new owner of Heart of the Shepherd bookstore in Kilmarnock, Va., appreciated Dion's comments on educating employees, as well as points about keeping ministry as the focus.

“We are trying to run it as a business, and the focus of more ministry and trying to make sure our staff is educated and our customers are satisfied stood out to me,” she said. “I was lacking in employee preparation.”

Dion closed the session citing the example of mainstream giant Best Buy, whose retail philosophy has changed in recent years to serve its clientele.

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