How stores keep an eye on the content they offer and what worries them

Just as you won’t find Snickers bars in health food stores nor lawn chairs for sale in a Men’s Wearhouse, so Christian retail stores take steps to make sure the products they stock match customer’s expectations and needs. 

But knowing which items to carry can be a challenge, as we found in our latest Vital Signs survey.

Because opinions of content are frequently seen differently by men and women, or by those in different age groups, we asked participants to identify their gender and age group. 

The gender split was nearly even—49% men and 51% women. Women in the survey tended to be slightly older, with 52% aged 51 or more compared to 42% of men. 

CONTROLLERS

Content decisions in most stores lie with the owner or manager in for-profit stores and the manager or clerical leader in church stores. Only 5% of respondents had any type of written policy stating exactly what content would get a book pulled. There was a review committee in place at about one in four stores that decides the fate of products thought to be too controversial. 

COMPLAINTS

Most retailers make content decisions on a product-by-product basis, but there are some common red flags:

Eight in 10 will not stock fiction that uses “hard profanity” and four in 10 will not sell Christian novels that contain “mild cursing.”

Fictional characters using tobacco products or drinking alcohol will get a book pulled in 25% of stores, while half will not sell novels depicting “vivid descriptions of violence.”

“Tolerance of gay and lesbian lifestyles” and “advocacy for Universalism” will keep nonfiction books off the shelves in eight out of 10 stores, as will books that “include Eastern or New Age thought” without criticism. 

One in three stores won’t carry books that explain biblical miracles in scientific terms (35%), and less than half prohibit sales of books that use “non-canonical writings (without censure).”

CONFLICTS

Retailers said that they handle customer complaints about product content in a variety of ways. In a majority of the specific instances reported in the survey, the product remained in inventory after the complaint was filed. 

CONCERNS

The majority (80%) of Christian retailers felt that they have a responsibility to operate as “a safe environment for Christian shoppers with regard to content,” and two-thirds (66%) saw their role as one that protects customers by selecting “product that will not tempt (Christians) to stray from their faith.”

More than half (54%) of respondents told us that they had pulled a product from their shelves with the past 12 months. Among the most common grounds were:

• questionable language
• doctrinally unsound
• author or artist who had fallen
• sexual descriptions
• other controversial content

CAUTIONS

Shoppers in 55% of stores in our survey will find stickers attached to certain products—mostly books and music—that the store feels should be handled carefully. Some managers require frontline staff to point out these “content warning stickers” or other types of content alert attached to certain products when customers reach the checkout counter. 

Some stores reported placing selected topics and categories in specially marked sections. 

The most notable of these segregations were special “Catholic” and “Charismatic” sections. A few stores also had a “Contemporary Issues” section where books on controversial topics are displayed. 

CONVERSATIONS

In light of our findings, here are some questions you can use to start a dialogue with other retailers on issues of content:

?Should stores have written policies regarding content they will not carry?

?How do you train your frontline team to handle controversial products?

?When someone complains about a product and you don’t remove it, do they stop shopping at your store? 

Jim Seybert is an author and consultant living in Arroyo Grande, Calif. He can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..

Digital technology can be an asset, not a threat, for mission-minded Christian retailers

Like much of Minnesota, my town—Chaska—is known for its Scandinavians. There are no Russian churches with their trademark onion-shaped steeples, and Borsch is not featured as a soup du jour in any restaurant I have visited. 

But, as it turns out, there are quite a few Russians in the area—30,000 in fact—plus, there are another 11,000 Russian-speaking Ukrainians, totaling more than 41,000 Russians or Russian-speaking people. That is twice the population of the town where I live. They comprise a people group who is not hiding, but remains hidden nonetheless. 

What does that have to do with Christian retailing? Possibly quite a lot, it turns out. Indeed, for Christian bookstore owners, more than just an irrelevant data point, the whole topic of identifying people clusters may have significant influence on their relevance and revenue in the next few years.

Most people in this country are familiar with the growth of the Hispanic population and the impact it has had on culture, politics and religion throughout the U.S. Many retailers have responded by offering ethnically appropriate goods and services. But as I started to learn about the Russian population in our area, I couldn’t help but wonder if there were other equally hidden people groups to be found. 

And if there were, how could my industry, digital book printing, through its partnership with distributors, link with bookstores to help and service these groups?

A NEW PERSPECTIVE

Providentially my wife, Roberta, was taking a Perspectives on the World Christian Movement course at our church. One night she came home from class fascinated to have learned about the numerous cultures of the Twin Cities and their specific demographics shared by the guest speaker, John Mayer, executive director of City Vision.

I called John and found him to be the kind of guy every marketing person wants to find—he has data … and lots of it. And as I suspected, there are a number of different pockets of culture in the Minneapolis-St. Paul area—200, to be exact. 

Chances are that there are significant, often hidden, people groups in your metro areas, too. It would not be the same mix of cultures as Minneapolis, but the numbers would be significant just the same. And by reaching out and servicing the spiritual needs of these groups, you could also be driving increased revenue.  

In the world of market segmentation, you have rich targets. Not necessarily wealthy, but well defined: You can know who and where they are and can develop a personal or spiritual needs assessment for books and Bibles. And in many parts of the country, according to a 2008 survey, growth in Christian churches is being fueled in large part by Christian immigrants, so the market potential is growing as well.

But as a retailer, it is not enough to know what a particular segment wants, you have to be able to supply their need—relatively easily and at price points that make sense. And it is precisely at this point where cultural discovery, need fulfillment and some of the technological trends that are proving so challenging for brick-and-mortar stores can beneficially intersect.

A NEW OPPORTUNITY

Cloud-based digital print networks are being built that will help U.S.-based publishers have their books printed on demand, per order in other countries—within minutes and without high shipping costs and importation hassles.

But less known are how these same networks are allowing international publishers to have their books printed in the U.S. easily and inexpensively, without high shipping costs and customs issues … and, perhaps most importantly, just one book at a time if necessary. 

This opens to retailers the possibility of not just finding translated versions of current American Christian writers for these people groups, but finding excellent Christian material, written in the language of a target market and using metaphors and life examples that better speak to that culture. 

Ezdra Publishing  is an excellent example. Located in Ukraine, the company already prints books in the U.S. by uploading its work to a cloud computing server and printing just what is needed—from one copy to dozens of copies at a time. Ezdra is an excellent resource for anyone wanting good Christian literature written in Russian. But there are publishers in Peru, Brazil and Sri Lanka as well, with similar capabilities.

A NEW SERVICE

American distributors are starting to understand the opportunities to enhance the just-in-time bond that has been growing for a while between them and Christian retailers. STL Distribution North America, with whom Snowfall Press has partnered, and Anchor Distributors have both launched print-to-order services this year.  

Books are stored virtually on the cloud server, ready to be printed when they are ordered. And as this part of the business grows, it will include all kinds of literature and books from many cultures, ready to order and print, one at time if needed. 

At this point you may acknowledge that there could be markets to go after in your area, but you are perhaps not sure how to do that and really—bottom line—remain unconvinced that there would be a return on your investment. 

There are several potential benefits of developing a relationship with a specific ethnic market. 
Net new business: More than a spike in sales, this will be a new source of revenue. You will also be targeting the leading edge of growth in the U.S. church.

Your target market will grow. New immigrants tend to settle in areas where other members of their ethnic group already live—ensuring a new source of business each year.

Incremental sales of your English inventory. You will sell more English-language books and Bibles to this community as well. You may capture the parents with your ability to service their language needs, but you will also sell English-based books and Bibles to their children.

There are some easy and practical ways for seeking out the more hidden people groups, and potential new markets, in your area.  Ask your school district what languages it is servicing. Many times you will be surprised at how diverse and even exotic some of the languages are, but they give you a clue to what the clusters of ethnic groups are. Google the U.S. Census Bureau data for your area.

Get out and observe what is happening in your area. What languages do you hear as you walk around? Are there new ethnic grocery stores or restaurants being built?

When you have some stats, think beyond the numbers. In Minneapolis there are many more Somalis than Russians. But the Russian demographic is a better long-term investment—many of them have a Christian heritage, they have higher disposable incomes, and they read in Russian and English.

Technology is beginning to drive a whole new era of engagement with other cultures in the United States. Established bookstores and chains need new customers; ethnic groups need literature and Bibles in their own language; and international publishers want to reach their people groups in the United States to open markets for their work. 

Cloud-based digital book printing is enabling all of the above to happen—driving all new sources of revenue for you—starting right in your own backyard.

Walt Disney World: hellos and good buys

As a frequent visitor to Walt Disney World (WDW), I have come to appreciate the experience offered that is both magical and profitable. Disney masterfully sets a high standard that I’ve come to expect and I have never been disappointed. Every time I leave, I have bags full of merchandise and retail ideas ready to implement.

The lessons start at Main Street, where customers are captured coming in and going out. The WDW entrance/exit is clean, bright and has engaging music to set the theme-park mood. Cast members are quick to greet, easily accessible, eager to engage, smiling and knowledgeable. Children are greeted with Mickey Mouse stickers.

The window and storefront displays are fabulous, drawing customers deeper into the unique shops. Items are plentiful, easily accessed, and low displays are geared towards little ones. On Main Street, closing is never announced and doors are never locked promptly. I am treated as the most important guest.

Main Street principles focus on the customer. Exciting window and floor displays draw customers. Outgoing, accessible, knowledgeable staff set an inviting tone. Plentiful displays beckon for merchandise to be purchased. Impulse items, especially near the register, create a sense of urgency for customers, driving up sales. 

Character Meet ‘n’ Greets are an essential part of creating the Disney magic. The experience is so good that I am not deterred by long lines. Disney characters don’t sit at Meet ‘n’ Greets (except Santa); they are always standing and completely accessible. Character handlers skillfully keep lines moving and engage guests, ensuring that each guest has the maximum experience. 

Author book signings are the bookstore’s equivalent to Disney’s Character Meet ‘n’ Greets. Fans today want interaction, and signings should be used to form relationships with new and existing readers. Book signings with an author sitting behind a card table are outdated. An author and bookstore must enhance their readers’ experiences. Encourage fans to meet the author, share a story, get an autograph and take a picture with the author. Staff should be assigned to the author, to “work the line” and to take photos. When we’re prepared and interactive, we can create our own buzz.  

I have also learned through Disney’s skillful use of with-purchase specials that customers who buy more, buy more. WDW offers special items that can only be purchased—at a special price—with a qualifying purchase. What a great concept. I usually want the different with-purchase specials offered at different parks and resorts. I anticipate the opportunity, decide what I want and then go about making my selections to drive up my purchase so that I qualify: I’ve become a customer with a strategy to spend money.

In Christian stores, categories can be seen as our different parks. For example, offer a specific audiobook for $2 with a $10 audiobook purchase, a specific children’s book for $5 with any $25 children’s purchase and a $5 Christian fiction two-pack with any purchase.

Once a customer qualifies, there should be no limits on quantities or offers. A customer could make a $35 purchase consisting of $10 in audiobooks and $25 in children’s products, thereby qualifying for all three with-purchase specials. Customers may buy multiples of each. Specials can be highlighted in the area of the category as well as at the register. 

In our stores, we have customers who first come to the register to see what the latest with-purchase special is and then shop accordingly. We create these with-purchase specials by acquiring promotions, packages and closeouts offered by vendors.

We’ve adapted all three of these practices—Main Street, Meet ‘n’ Greets and with-purchase specials—in our bookstores. As I work with authors, I try to adapt these practices as well. Learning from Disney is learning from the best. I call Walt Disney World “my happy place.” I want my customers to feel the same way about their experience in our stores.

Evaluating how Internet tools and social media help in-store operations

An industry survey by Christian Retailing

Christian retailers have overwhelmingly embraced social networking services for their personal use and have adopted some of the popular tools for use in their stores. 

Here is what we found in our latest Vital Signs industry survey:

PERSONAL

Nearly all retailers (92%) said that they have a personal Facebook account. Among them,  39% checked their “wall” multiple times each day, while another 28% did so daily. 

Slightly more than one in 10 posted an update to their personal Facebook page multiple times each day, 17% posted at least daily, and about a third (32%) told us that they have a personal account, but “seldom or never” use it.

The number of retailers using a personal Facebook account was nearly equal to the number of suppliers and other non-retailers in our survey who use it (94%). Personal use of Twitter among retailers (33%) was slightly lower than among non-retailers (41%). Those not working in retail were far more likely to have a LinkedIn account (46%) than those in retail (27%).

Christian retailers believed by a 6-to-1 ratio that social networking technology is a “plus” in their lives. One in four said that tools such as Facebook have added “considerable” personal benefits. 

More than half of Christian retailers (55%) admitted having bought a book online in the previous 12 months—the same level as when we asked the question in March 2008. Slightly more than a third (36%) reported purchasing music online in the previous year, and 34% had bought office supplies.

PROFESSIONAL

As consumers, Christian retailers may have adopted Internet and digital technologies, but their positive personal experiences were somewhat tempered when it comes to applying the same tools on a store level. 

Only two-thirds (63%) of Christian retailers had a Facebook page for their store. Of those who did, one in four updated their status “two or three times a month,” nearly a third did so “seldom or never,” and 21% posted updates to their store’s Facebook page two or three times a week. 

Just over half (55%) sent email promotions to their customers, with the most popular frequency being two or three times a month. Less than half (43%) sent an online newsletter to customers, and one in three used Twitter to send messages about promotions at their store.

The majority of stores (83%) told us they have a Web site, an increase of 10 points over the number that did so in March 2008 (73%). Promotions on store Web sites, we learned, were  updated two or three times a month by 37%, once per quarter by 17% and seldom or never by 36% of stores.

POTENTIAL

While they saw strong personal benefits to social networking technology, retailers for the most part rated its value to their marketing efforts as “neutral,” with 48% placing the marketing value right in the middle. 

Staying current on the rapidly changing, digital playing field was the greatest technology challenge identified by retailers. Many echoed the comments of one who wrote that “technology is very time-consuming. In order to be relevant, you need to be continuously updating content.” 

The use by consumers of e-books and downloadable content was a growing concern. Although 80% of retailers said that they did not sell e-books, 18% were “considering” their options related to carrying digital readers.

When asked about the “benefits you have seen in your store” as a result of technology, some viewed the glass as half empty while for others it was half full. Responses ranged from “none that I can see” and “very little” to “cost-effective communication with customers” and “increased sales plus increased awareness.”

An industry-wide opportunity to build on global interest in God’s Word

Our industry is celebrating a significant birthday this year: The King James Version (KJV) of the Bible turns 400. It’s time for more than a rousing, industry-wide chorus of “Happy Birthday.” It’s a rich opportunity to pay tribute to the version of the Bible that made God’s Word more accessible to people all over the English-speaking world. 

As we’ve seen at Thomas Nelson, where we are in the midst of “400 Days of Celebration” that kicked off last November, the opportunities extend beyond our Christian retailing world to the broader culture. 

Interest in this landmark occasion is widespread and has been acknowledged in major national press. A recent New York Times editorial noted, “It’s barely possible to overstate the significance of this Bible. Hundreds of millions have been sold. ... to Christians all around the world, it is still the ancestral language of faith.”

The Wall Street Journal, in an essay on the KJV’s influence on the English language, said, “The translators of the KJV understood the dignity and moving directness of the original Hebrew, which is why, after 400 years, the King James Bible remains a stylistic model that writers might well want to emulate.”

As the world’s leading publisher of KJV Bibles, Thomas Nelson has fielded numerous media inquiries from Christian and mainstream journalists working on anniversary stories. National media such as USA Today, National Public Radio, major metropolitan daily newspapers such as The Dallas Morning News, wire services such as Religion News Service and many more have been seeking to convey to their audiences the remarkable theological, literary and cultural impact of the King James Version of the Bible.

LIVING LEGACY

Dozens of media outlets covered the “Living Legacy of the Bible” exhibit that we hosted at this year’s National Religious Broadcasters (NRB) conference in Nashville. The exhibit, which featured more than 4,000 years of Bible history, including Dead Sea Scrolls’ fragments, numerous historic Bibles and an original 1611 KJV Bible, was a hit with NRB attendees.

We expected Christian media to be interested in the exhibit, but we were pleased to see how that interest was matched by counterparts in the secular media. The exhibit was the subject of a satellite media tour to TV news outlets in 20 markets. 

A crew from the PBS TV program Religion & Ethics Newsweekly traveled to Nashville to film the exhibit and interview Nelson representatives as well as NRB attendees who were able to share their love of the Bible and talk about their interest in the KJV anniversary—all for a large mainstream television audience. 

In addition, 18 other Christian TV and radio programs taped interviews at the historic Bible exhibit as part of their KJV400 coverage. All told, these stories will reach millions of people around the world.

Our partners in the KJV400 Celebration offer another example of the crossover interest in the historic mile marker: among them, The History Channel Magazine and the History Channel Club, which reach a community of engaged and active history buffs.

Meanwhile there has been media interest, too, in the recent launch of The Green Collection, one of the largest private collections of biblical manuscripts and artifacts in the world gathered by the family behind Hobby Lobby and our industry’s Mardel Christian & Education stores, and unveiled in celebration of the KJV anniversary.

The robust mainstream media interest in the legacy of the King James Version is evidence of how the Bible continues to inspire people from all walks of life. Even in the broader culture, which we often assume is dismissive of Christian faith and of the Bible’s role in the life of the nation, there are opportunities to celebrate God’s Word. 

LEVERAGING INTEREST

This is good news for all of us in the Christian retailing industry and the church at large. It’s not too late for Christian retailers to initiate their own in-store celebrations of the KJV400, leveraging the interest in this historic event in their own communities.

The numbers tell an impressive story: The King James Version is the No. 1-selling Bible of all time. There’s no way to pinpoint the exact number of KJVs printed or sold in the last 400 years, but our company alone has sold 60 million copies since the 1980s when we began keeping records. 

Based on those records, we estimate that we’ve sold well more than 100 million copies. And sales are growing: industry reports show that sales of the King James Version increased 11% over the previous year.

Retailers can be encouraged by what we have learned about the King James Bible buyer—it’s everyone. There is no single group or demographic who use it. Men and women from all walks of life and of all ages embrace the translation.

The KJV is a magnificent treasure for retailers to share with their customers. It has been called “the noblest monument of English prose” and “the most beautiful piece of writing in all the literature of the world.” Its impact can be seen in great works of art and in everyday speech. 

It is the source of some of our most common phrases, with its wording and imagery used to such a degree that we often don’t realize we’re quoting the Bible. Sayings like “the salt of the earth,” “the apple of his eye” and “the writing on the wall” all come from the King James Bible. No other translation has found its way into our culture like the KJV has. Its impact on literature, politics, language and religion is unmatched.

LASTING IMPACT

As “the people’s Bible,” the KJV brought the Word of God to more people than ever before, the beginning of a centuries-long legacy of inspiring and empowering believers. Aware of the curiosity about why this particular version has had such a lasting impact, as part of our KJV400 celebration we have released a number of well-received, limited-edition commemorative Bibles, such as a replica of the 1611 edition and a new KJV Study Bible.

Committed to showing how the KJV legacy is alive and growing today, we want to join with colleagues and partners in the Christian retailing industry to encourage people to respond to God’s call to share His Word and offer hope and inspiration to the world. To that end, we have launched “God’s Word in Action” as part of the anniversary celebrations.

This effort is inspired by 2,000-plus verses in the Bible that deal with God’s view on justice and poverty, particularly Ps. 82:3 “Defend the poor and fatherless: do justice to the afflicted and needy” (KJV). God’s Word in Action seeks to start a movement of people helping others in tangible ways and inspiring others to do the same. 

One way we’re doing this is through a partnership with World Vision: “Buy a Bible, Help a Child.” For every Thomas Nelson Bible purchased at a U.S. Christian retail store through March 31, 2012, we will donate 10% of year-over-year net revenue growth achieved during that period to World Vision. 

Toys “R” Us: Experience and explanations

 I was dazzled—literally—from the start of my visit to the flagship Toys “R” Us (TRU) store at Times Square, New York City. The flash of a camera greeted me on entry, with a store photographer explaining that for a mere $13.99 I could purchase my photo with the TRU mascot superimposed on an image of Times Square.

That blaze of light set the tone for a high-energy environment in this multi-level, 110,000-square-feet retail extravaganza. While clearly not all the over-the-top ideas could immediately transfer to Christian retail, there were still lessons to be learned.

Posted on a pedestal sign at the entrance, a list of benefits asked and answered the question, “Why Shop Anywhere else?” It occurred to me that Christian retailers might easily highlight at least two of the same points: baby registry (get ready for your baby) and wish list (make a birthday special).

I also loved the handy store directory alphabetized by product category—from air hogs to video games—another easily adaptable idea.

Beyond these common-sense marketing aids, the store offered a larger-than-life experience. Among the features were a 60-foot Ferris Wheel with 14 themed cars, including the obligatory pink Barbie car; a two-story Barbie dream house with accessories, clothing and collectibles; and a collection of 25-foot-tall Lego replicas of iconic skyline buildings, including the Empire State Building and Statue of Liberty. 

A catwalk allowed customers to stroll past an expansive row of plush placed high above the sales floor. Throughout the store, this strategic use of air space gave the illusion of an even larger area; too often, floating space at retail is totally bare.

Beyond all the noise and action, however, the store was clearly organized. Varied floor surfaces defined the different  departments. In the Babies “R” Us section on the second floor, large wall photos showed the product in use: a parent pushing a stroller was above the stroller section; a child in a car seat was shown above the travel systems. What an effective way to communicate product location.

Looking beyond the crush of customers, inventory was deep; shelves were totally stocked. Almost every 20 feet, an employee demonstrated a toy or game. These hawkers added to the hubbub, but also contributed an element of surprise. The interesting and unexpected elements created an exciting retail backdrop.

The variety of entertainment for children of all ages—from watching the 5-ton animatronic T-Rex in Jurassic Park to creating programming and activating a personal robot—skewed my focus away from spending toward fun. In a similar way, purchasing becomes an add-on to the experience when a Christian bookstore hosts a preschool story time or family fun day.

Employees who demonstrated toys and games were occasionally overly assertive, making understandable one online reviewer’s complaint: “From the second you walk in, they’re trying to hustle you.”

Purchasing was made easy with a bank of registers adjacent to the escalator on the second floor, multiple registers on the first floor and cloth shopping bags at high-traffic junctions. 

Online and offline retail merged at the baby registry stations in several locations. Signs read: “Gifts granted the easy way: make wish list in store or online. Share with family and friends. Visit guest services or toysrus.com to start your wish list today.” So seamless for the customer.

“Instant credit” blinked off and on above the escalator to the basement. Downstairs, a variety of customer services included an Internet café and a UPS store. And amid all the mass-produced plastics was a token nod to the greening of America: Customers who traded in video games or used hardware earned a store gift card.

A uniformed guard and a security gate were positioned at the entry to the downstairs video games and music section. The steel-gray floor, industrial crates and gray ceiling with futuristic stars visually separated this department from the rest of the store.

But even at this retail tourist attraction, all was not glitzy—a reminder of the need for vigilance. In Barbieville, open double doors revealed damaged goods stacked along a concrete wall and a gritty linoleum floor, in spite of the presence of a mop and red bucket. Simply closing the door would have removed the eyesore.