Christian Retailing

Category Coach: Bible covers Print Email
Written by Christine D. Johnson   
Wednesday, 05 January 2011 09:59 AM America/New_York

John McKinney Sr.

Vice president of operations

Swanson Christian Products


How has Bible cover design been freshened up?

“Traditionally, Bible covers were very simple Christian designs such as crosses, doves, fish, etc. Most of the time, these designs were embroidered onto basic black, navy or burgundy canvas Bible covers. However, in the last few years we have seen both design and materials change dramatically.

“Designs are now everything from simply traditional to extremely wild and trendy. They can be embroidered, screen printed, heat pressed and 3-D. We have even seen some with lights and music chips. All colors are now available, and even various mixtures of colors. And fabric now includes slick vinyl, blue-jean and distressed looks. Today, virtually any design can be placed on any type of material in any color.”

What’s new in terms of Bible-organizer covers?

“Digital printed designs and studded Bible covers are probably the newest designs out on the market, relative to treatment types. With the onset of more electronic Bibles or readers, new covers are being designed specifically for these types of electronic items, which are much different from traditional Bible covers.”

Who are the principal buyers of Bible covers? 

“Typically, the primary buyer is a female age 23-50. However, who they are and what they buy may be two different questions.

“While a female age 23-50 is the most common purchaser, many times they are buying for people other than themselves. For instance, they may be purchasing a cover for a mom or dad as a gift. They may be purchasing for a child or grandchild. Therefore, what style they purchase becomes a more important question than who is making the purchase. The who question may more affect how and where the product is displayed in the retail environment rather than the design of the covers themselves.”

How should retailers appeal to men in selling covers? 

“Sharp retailers know who their primary customers are, and train their sales associates and merchandise their stores accordingly.

“Sales associates should observe the customer before recommending any particular style of Bible cover. Traditionally, men are after the guts, not the frills. Therefore, sales associates should focus more on the quality and longevity attributes of the cover, rather than color, feel and design. This is especially true if the person appears to be dressed in a traditional manner or in a suit, sport coat. 

“In some situations, an observant sales associate may determine that a customer may be less traditional and could then recommend a cover based on a specific design style or material/treatment type.

“The key to successful Bible cover sales to men, is the same as with any other product—know your customer, know your product and then match them up.”

What suggestions do you have on merchandising/display? 

“Remember the basics: be in-stock, offer different price points and different styles/designs.

“Most importantly, make sure they are all priced where a customer can easily know how much they are. This sounds basic, but you would be surprised how many stores I’ve been in that don’t properly mark the retail price on their products. This one item alone can have a devastating effect on sales throughout the entire store.

“More specifically, here are few suggestions to consider:

  • Make a destination location in your store that features all of your Bible covers. This means you need to plan for success. Pick a good traffic spot in your store. Don’t hide them on a back endcap or in a corner.
  • Do not spine-out your Bible covers. These are not books that people can read the titles to down the spine.
  • If the covers come flat, open them up and fill them with newspaper or other stuffing material. This makes them look full, and makes a better impression on the customer than a bunch of flat, empty and “wimpy” Bible covers.
  • Cross-merchandise a couple of Bible covers anytime you have a featured Bible on a endcap, floor display or some other special display in your store. By doing so, you give the customer a visual reminder that they need a Bible cover for their new Bible. Never promote a Bible on a display, without having a few Bible covers there as well.
  • Hang a sign from the ceiling that is large enough to be read from the other side of your store and that lets the customers know where the Bible cover section is located
  • Merchandise Bible covers with the highest-priced covers at eye level. Keep the lower-priced economy covers closer to the floor. Studies show that products located at eye level are sold faster than those at below or above eye level. Remember, eye level is that of your customer—not necessarily yourself.
  • Train your staff to always ask the customer when checking out, “Do you need a Bible cover today?” whenever a customer is purchasing a Bible.”

Any tips for hand-selling?

“Match the cover with the need. If the customer is talking about their King James Bible, then perhaps a more traditional cover should be suggested. If you know that it’s a gift, then find out who it is for. Always try to match the cover with the intended final user.

            “When you are suggesting a cover, place the cover in the customer’s hands. Make them grab it and hold it. This does a couple of things: (1) immediately provides a sense of ownership or “it’s mine” when a customer is holding it, (2) allows them to touch and feel the cover and “connect” with that feel and (3) you will know immediately if they are interested in it. If they give it back quickly, you will know there is not much interest, but if they walking around holding it for a few minutes, the more interest they have.

            “If the Bible cover has a spot to hold a ink pen or highlighter, then be sure to make a suggestion to add this on to their purchase. Many times, retailers do not get that extra dollar in sales because they just don’t ask for it.”