Mark Schoepke, owner of Tree of Life Christian Outlets and Stores in the Northwest, gave attendees a peek into his sales reports to show how discount and remainder titles had worked well for him.

With discounts of up to 80%, the category made possible a 35% increase in inventory for the same cost, he said, but needed careful management. It was also important to have a schedule for marking down closeouts so that the section remained fresh and new titles could be added, he said.

In another presentation, Michelle Amster, founder of the Merch-It retail design consultancy, said it was "time to take a good hard look at your inventory mix and where your sales are falling off. ... You have to keep sales at a level where you can keep doing your mission." Some niche areas like gourmet candy or upscale kitchen items, which may not be considered specifically "Christian," could help draw traffic, she said.

Representatives of the 130-odd stores registered for the event—open to non-members of the marketing group—were also encouraged to press on by author and speaker Anne Graham Lotz, who addressed them via a live Internet connection after family illness prevented her from traveling.

Speaking on the promise of heaven, Lotz acknowledged the difficulties faced by many stores. "It may be that you barely squeak by here on earth financially, but you will have an abundant inheritance in heaven because you have been laying up treasures there," she said.

Munce Group President Kirk Blank said that Lotz's message and others at the event had been "a great reminder to stores of their calling" and for them to "be open to how the Lord is leading them to change what they need to to adapt to what is happening in the marketplace."

Marking its 20th anniversary in 2011, Munce Group has 512 member stores, nearly 400 of which serve their zip code and five surrounding square miles exclusively, Blank said. "In this crazy economy, what we have found is that our small- to medium-sized stores have been the most consistent and the most steady."

Eunice Shreffler, owner of the Olive Branch store in Clarion, Pa., said that she was at the show to learn about new products from the 60-plus exhibitors and to connect with other retailers. "You get to meet with others who share about their stores. We just build each other up. It's very encouraging."

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