NEWS STORY: Christian Retailers Balance Ministry, Savvy in Competitive Climate

c. 2004 Religion News Service ATLANTA _ At this year’s convention of the nation’s Christian retailers, more than 11,000 industry representatives gathered here in late June amid what is, for many, a grim economic landscape. Because “big box” stores like Wal-Mart and Costco now dominate the retail world, Christian independents face a tougher road than […]

c. 2004 Religion News Service

ATLANTA _ At this year’s convention of the nation’s Christian retailers, more than 11,000 industry representatives gathered here in late June amid what is, for many, a grim economic landscape. Because “big box” stores like Wal-Mart and Costco now dominate the retail world, Christian independents face a tougher road than ever.

And with consumer interest in religious products at an all-time high _ witness the staggering success of the film “The Passion of the Christ” and the apocalyptic book series “Left Behind” _ huge global corporations have muscled their way into a historically mom-and-pop Christian retail industry, offering best-selling Christian products at slashed prices.


“It’s as if (Christian stores) have been playing college football, and at halftime, they came back to the field to see _ whoa! _ the NFL has showed up, and is interested in playing on our field,” said Bill Anderson, president of CBA International, formerly known as the Christian Booksellers Association.

According to the CBA, 271 Christian stores closed last year. About 21 were members of the CBA, an international trade association of about 2,407 member retail stores.

Anderson devotes significant energy to convincing members that the new competition is healthy and stems from passionate consumer interest in their products. The key to survival, he said, is not to compete directly with major discount retailers, but to build up and promote what Christian retailers have always offered best: deep inventory, knowledgeable and attentive staff, and a welcoming spiritual haven.

The industry’s future figured prominently during the convention, which concludes Thursday (July 1).

At a Monday workshop, about 60 retailers gathered to hear consultant Jim Dion’s sobering discussion about their competition.

“Ministry has to take a back seat to business acumen if success is going to happen,” he said bluntly.

Dion, president of retail consulting firm Dionco of Chicago, advised retailers to gather their staff together and rehearse their answer to a pivotal and recurring customer question: “Why is this book five dollars more here than at Wal-Mart?”

The answer, he suggested, might start like this: “It really should be 10 bucks higher.” Staff must be ready to explain the cost of a wide inventory and an expert staff _ and to mention the store’s low profit margins. Most customers, he said, are satisfied with careful explanations.


“Ministry will always trump price,” he said.

The workshop was just one small gathering in the vast CBA convention, which links 427 publishers, record companies and gift manufacturers with retailers seeking new additions to their inventories. The sprawling exhibition, which fills the Georgia World Congress Center’s 160,000-square-foot showroom, is a graphic illustration of the diversity and market strength of Christian products.

On Monday, a man noisily tried out a shofar _ a ram’s horn traditionally used at special Jewish services _ by the Holy Land Gifts booth. At Bob Siemon Designs, representatives handed out sterling silver pins in the shape of nails _ the company is the licensed jewelry maker for “The Passion” _ and women lined up to have their rings professionally cleaned for free. The Scripture Candy booth offered samples of fish-shaped mints.

The convention is a yearly chance to network and enjoy camaraderie with other retailers, said Chris Childers, chair-elect of the CBA board of directors. He has run the family-owned Macon Christian Book Store, located about 80 miles south of Atlanta, since 1984.

Launched in a garage in 1949 by a Baptist pastor, Macon Christian Book Store was eventually bought by Childers’ family and thrived.

But with fewer customers and decreased sales, said Childers, the past few years have been hard for all independent retailers, not just Christian stores. When Books-a-Million moved in next door, customer traffic into his store initially surged, then leveled off. Childers had to pick his battles, starting with superior staffing.

“I don’t know if you’ve noticed,” he said, laughing, “but when you go to buy a Bible these days, it’s like buying a car.”


A dizzying array of versions are now available, he said, and the staff at big secular retail stores can’t offer customers guidance in making their selections.

Occasionally, Childers goes head-to-head with the competition, offering the same or lower prices on high-profile items just to get new customers in his door. And one of his employees spends two days a week bringing greetings and promotional materials to the 600 churches within driving distance. But it’s a tough market.

“People have established buying patterns, and to change that is hard,” he said.

In addition to individual store efforts, the CBA launched a series of ads this spring promoting Christian stores on the Christian Broadcasting Network. And in an odd twist, the CBA has partnered with Don Soderquist, former Wal-Mart senior executive, to advise the trade association on how best to compete with large corporate retailers in today’s economy.

“(Christian retailers’) motive is ministry, but their method is retail,” said Anderson. “They’ve got to run an effective, efficient, compelling store, or their ministry will go out of business.”

DEA/PH END BYRNE

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