Hardly a week goes by without some general news media report about the growth of Christian fiction—and that's not just articles about the phenomenal success of The Shack.

The significance and potential of the category has been underscored recently by a special consumer research presentation on the area at the International Christian Retail Show in July, and the arrival of two reports that offer more insights into the importance of inspirational fiction to Christian stores, from CBA and the Evangelical Christian Publishers Association (ECPA).

For retailers looking to get up to speed, let me offer these suggestions:

Get the facts. The new consumer research reports from CBA and the ECPA each have helpful information and ideas about fiction shoppers. But don't stop there—why not even carry out an informal survey among your own customers to track favorite authors and styles?

Change the shelving. A growing and expanding category needs better handling. Don't just organize alphabetically by author, but break the section into appropriate sub-genres. And find as much face-out space as you can—a novel's cover is one of its strongest selling points to a casual browser.

Do your homework. Your knowledge of the category needs to go beyond, "Next to the Bibles." Take some time to learn the key names in the main categories so you can differentiate a Karen Kingsbury from a Wanda E. Brunstetter.

Recruit the fans. Christian fiction readers are an enthusiastic bunch, so why not harness that energy? Consider asking some of your most ardent fiction buyers to write personal recommendations that you could use in your store. A little discount off their next purchase might be all the incentive they need.

Embrace social networking. Many fiction lovers want to share their thoughts and opinions on what they have read. They swap critiques and suggestions online and love to follow their favorite writers on Twitter. Tapping into their exchanges will help you keep abreast of who and what is hot.

Start a group. If sharing a love of books online is enjoyable, doing so in person can be even better. Perhaps you could host a monthly book club in your store. If there's no space, you could at least sponsor such a group by offering a special discount on a group order or maybe providing a door prize giveaway each time.

Host a writer. Some say that the day of author signings is over, but there are stores out there that still find them to be successful, if run well. Unlike nonfiction writers who may often also be pastors or speakers with a public role, novelists are often more solitary types who would welcome the occasional opportunity to get out and meet people.

Try used books. As more frequent shoppers, fiction readers are even more open to a bargain. A secondhand section can not only benefit them, but also can provide a chance for you to introduce other shoppers to new fiction at low cost. With in-store credit, it doesn't have to actually cost much. Just be sure to weed out the tatty-looking titles.

Mix it up: Fiction doesn't have to be kept in a watertight department. Look for ways to cross-merchandise. Some appropriate framed art and giftware might sit well alongside a historical romance, while an edgy contemporary thriller could be paired with a nonfiction title addressing contemporary issues or ethics. How about some instrumental music for shoppers while they read?

Consider the classics: Christian fiction, as we largely know it, may date back just 30 years, but there were some pretty good faith-centered writers before then ... Dickens, Dostoyevsky, for instance. Might you be able to introduce customers to some of the great writers of the past?

Listen to others. Learn from those doing fiction well. For starters, you can tune in to our recent online exclusive Retailers Roundtable dialogue with representatives of several stores handling the category well. You'll find the conversation under the "Features" section of our Web site, www.christianretailing.com.

Don't lose the plot: Christian fiction can inspire, edify and encourage, but it's only part of the picture. Let's not get too postmodern about it all. There's still a need for clear, direct exposition of truth. Yes, Jesus told stories, but He also offered some direct counsel at times. Don't neglect the teaching section just because it may not sell as well.

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