So says the head of a book and gift marketing company who offers nine action points in a guest Industry Forum column in the next issue of Christian Retailing magazine.

"The general business rule remains true, that there is always opportunity in some confusion and uncertainty," says David George, president of GMG Holdings, with Genesis Marketing Group and Revelation Marketing Group representatives.

"Through our company's unique vantage point of servicing a wide range of retailers and vendors in the Christian products market over the past 40 years, we believe there is much to get excited about concerning the opportunities in and future of the markets that we serve," he writes.

For retailers, George recommends that they focus on relationships, special markets, general gifts, creating a great customer experience and good merchandising.

"The vast majority of Christian retail channel shoppers goes to church, and yet on average only a small percentage of church attendees ever shops in a Christian retail store," George notes. "Innovative retailers focus on going after that market by working with local churches with coupons, youth group fundraisers and other incentives to drive traffic.

For suppliers, he suggests that they concentrate on inspiration, incentives, consumer demographics and serving retail buyers well.

Read his complete article in the March issue of Christian Retailing.