The Parable Group has unveiled new upgrades to its website, which serves as the e-commerce site for the marketing group's 26 brick-and-mortar retail locations nationwide.

The improvements include a homepage redesign, a selection of 17,000 e-books, enhanced search mechanisms, a 'Pick Up In Store' feature, gift cards offered online and free mobile apps for devices such as iPhones, iPads, Droids and Kindle Fire.

"Instant customer access to local store stocking levels has helped drive traffic to stores for several years, and our new Pick Up In Store feature has further helped increase local purchases this Christmas season," said Parable CEO Steve Potratz.

Parable Manager of Business Development Erik Ernstrom added: "We're making it easy for family and friends who may be spread out across the country to still keep their gift purchases local. Grandma can purchase a gift card from her local Parable store, then either send that card, or email the number to her grandson anywhere in the country. He can then redeem that card in his local Parable store or on Parable.com where the local store gets credit for the sale."

Since Parable launched free mobile apps last fall, 8,500 apps have been downloaded by consumers.

"With the rising popularity and adoption of smartphones and tablets, we decided to reach our online customers through their device and provide a useful tool connecting them to the Word," said ParableMarketing Strategist Sally Ross. "Our Bible apps have been widely received and have helped brand us to consumers in the mobile market."

In the fourth quarter of 2012, mobile and tablet traffic on Parable.com increased 78.73% versus the same time frame in 2011 and online transactions made with mobile devices quadrupled during the Christmas season compared to the previous year, Parable officials said.

Click here for more information on Parable's enhanced website.