It’s time to consider new opportunities that are emerging in this season of business

Change has been prevalent in Christian retail in the last several years, bringing truth to the old adage, “Change is inevitable and constant.” As an industry, retailers have a choice as to whether or not they will adapt.

To address the what, when and where of our business, we need to look at where Christian retail has been and how the trade identifies itself. Establishing these two facts will provide a path to where Christian retail is headed in the future.

RETAIL TIMELINE

Where has Christian retail been? The recession forced many businesses in the industry to make tough decisions. Even through the recovery process, retailers have had to make difficult decisions in regards to staffing, product lines, pricing and the number of SKUs offered in their stores. They have said goodbye to some old friends while creating new relationships. Churches have shifted their buying patterns, and new technologies have forced stores to view the world through a different lens. Competition from larger chains has affected the market, and some have stores experiencing traffic drop-off. Although unpleasant, the last few years has forced stores to look at things in a new way. 

Who is Christian retail? The trade is made up of store owners, managers and employees who are following a call and a passion. Their goal is to offer products that benefit the kingdom of God, drawing others into a deeper relationship with Christ. Christian retail is part of the body of Christ. 

Where is Christian retail going? Simply put, wherever Christian retailers believe He leads. I once heard a friend say, “When we accepted Christ, we went from collusion to collision with Satan, and that is why you never noticed him before.” The same holds true in Christian retail. When a business or person works for Him, they will run into Satan. The choices Christian retailers make before, during or after times of adversity determines the mind-set that directly affects their ability to overcome and move forward. 

As business people, we tend to get caught in the weeds of business and life, where we can miss God’s blessing. Rather than focusing on everyday struggles, let’s examine some of the positives from the past.

RETAIL PATTERNS

Recently I have noticed the following patterns in most Christian retail stores:

• Staffing is more in line with bottom-line revenue, creating the opportunity for refocused attention and rebranding of the retail store image to the buying public via store remodels or shifts in business strategy, for example. 
• Inventory levels have been adjusted properly, and retailers are more capable of ordering product without credit limit issues.
• New “niches” have been discovered, making up for lost revenue.
• New pricing models make individual items more profitable. The use of loss-leader items has become more strategic. In some cases, lower margins actually translate into greater profit due to increased sales.
• Some publishers and distributors are helping stores plan endcap and floor display strategies, to assist stores that have recently experienced staff reductions.
• Sales reps from all publishers are working more closely with retailers to help lower the cost of products with partnership programs.
• Some publishers have opted for new order processes, offering a guaranteed return of unsold product that benefits the retailer.

Overall, Christian retail stores have been and always will be a place of destination for core customers. Each store offers its own personalized blend of customer service and support. 

Nowhere else can you find a broader knowledge base of authors, subject matter and Bible expertise than in a Christian retail store. Christian retail carries the largest selection of backlist products and can special-order most any product at a moment’s notice.

Christian retailers also have portrayed a family-like atmosphere in the way they conduct business and handle relationships with their staff personally and professionally. Christian retail stores can and should continue to do this. 

RETAIL FUTURE

What else can Christian stores do as they look to their future?

• Consider taking a new look at specific markets, reaching out again to churches that have started and families who have moved into your area in the last few years. 
• Market the fact that Christian retail stores are a destination point for their communities. Marketing comes in many forms, some with little cost like word-of-mouth, Facebook, Twitter and Pinterest.
• Develop in-store gathering places.
• Continue to look for ways to cut inventory levels without affecting overall revenue. This can be accomplished by better inventory management systems.
• Lower the amount of inventory that does not turn in an acceptable time.
• Look for new “niches,” which can come in the form of fresh product lines. 

Christian retail stores are moving ahead with the same calling once placed in their hearts when they began in this industry. They are moving forward knowing that if God is for them, no one can be against. They move forward knowing that if God changes their destination, such as He did with Paul when the Holy Spirit withstood him, then He has a greater plan for them. They are moving forward in partnership with their communities. They are moving forward in partnership with each other.

Christian retail is community.

Christian retail is moving forward.

Christian retail is strong and will continue to be needed as retailers live out their calling and serve their neighborhoods and broader community. 

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