Additionally, publishers say, study-Bible users are typically serious about their faith and as such are more likely than some other shoppers to be on the lookout for other materials and resources that can help them grow spiritually.

But with so many options, the study section "is broad and confusing to many people," said Blaine Smith, Tyndale House Publishers' associate publisher for Bibles, meaning stores need to focus time and effort on the area if they are to realize its potential.

According to Tyndale research, only 5% of consumers said that a store clerk had been influential in their buying decision, so "there seems to be a significant opportunity for stores to engage their frontliners in selling study Bibles," Smith said. "It is a complex purchase decision, and a skilled frontliner can have significant impact."

Interaction with the consumer is key because buying a study Bible is "a very personal experience," said Gary Davidson, senior vice president and Bible group publisher at Thomas Nelson. He suggested that staff "never assume that a customer understands all the features."

Read more on study-Bible merchandising and new products in the March issue of Christian Retailing.

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