Christian stores have a unique asset in building the all-important sense of community

I  love bookstores. I never want to see them go away. I love the smell of a new book. I love the look of shelves covered with books. I love being in a bookstore, knowing that everyone else in the store feels the same way about books as I do. The bookstore is a community. A community of readers. A community of book lovers.

My small town is surrounded by other small towns. There are three small colleges nearby, each with a public-access university store. I can name three used-book shops, a comic shop and a Christian bookstore within driving distance.

Of these eight different businesses, only one fosters that feeling of community I so love. The college stores? Nope. Plenty of “school spirit,” but they’re pretty academic in nature. The used-book shops? They’re dark, stuffy and have the feel of a pair of shoes that you’ve kept for far too long. 

As a Christian, surely I’d feel at home in the Christian bookstore? Would that it were so. Instead, I feel self-conscious, like I’m being watched and judged by the section I’m perusing, being silently measured against some “piety chart” taped to the cash register.

But wait, there is one bookstore that has earned my business: my local comic book shop. I don’t read a lot of comics. Even as a kid I didn’t read many; I simply didn’t have the money. I’d occasionally get a few copies of X-Men or Superman or Teenage Mutant Ninja Turtles at school or at a yard sale, but that was the extent of my comic exposure. 

So how is this store different? They have events with writers and artists. They do book signings. They have “hang out” events to tie in with any comic book movies playing at the theater in the same shopping center.

Most importantly, they connect with their customers. They don’t try to pitch me the latest Fathom or Witchblade books because they’ve taken the time to learn my tastes and respect my choices in entertainment. One of the guys who works there even sends me texts and pics when there’s a new Elseworlds or Atomic Robo book coming in.

A REASON TO CHOOSE

It’s not enough to simply be the bookshop on the corner (whether you’re a Christian bookshop, a chain store or an independent specialty store) anymore; you have to give people a reason to choose you over Amazon.com and the burgeoning e-book market.

What is your bookstore doing to connect with your customers? This isn’t something you have to spend a lot of money on, or even a lot of time—especially if your staff is passionate about the books you sell and the messages of hope and life they bring to people’s lives.

Despite what you may have read elsewhere, Borders was not a victim of some grand conspiratorial e-book revolution. No, Borders was a victim of its own success in the 1990s. 

The business grew rapidly, coming out of nowhere to become the second-largest bookstore chain in English-speaking markets. So what happened? Leaders spent too much time thinking about how to expand their 1990s’ business model and not enough time thinking about how to change into a 2010s’ model. 

Borders had some things right: Foster a community. But it also made some bad (read: very expensive) expansion investments based on an outdated business model. By the time Borders figured out the whole “community” thing, its massive debt was too crushing to be able to pull out from under it.

Borders didn’t die because it didn’t have customers. In many communities, Borders was the only bookstore—which opens a huge opportunity for new and existing independent book shops to spring up and thrive. The consumers didn’t go away. They’re still there and they’ll buy from whoever makes it the most pleasant purchasing experience.

BUILDING RELATIONSHIP

People don’t consciously think of the relationship they have with a store. But you, as a store owner, can’t afford not to think of that relationship. Your customers, and potential customers, will buy from the most visible storefront and the easiest/most gratifying shopping experience. 

Despite selling everything from bolts of fabric to laser printers, books are still Amazon.com’s bread and butter. The company prides itself on ease of purchase, being the low-price leader and being everything to everybody. 

But that’s not the beginning and end of running a successful business and the leaders there know that. They’re aggressively trying to be more social, trying to build a community through their discussion forums and their Shelfari initiative. But low prices and online forums aren’t everything—just ask Starbucks. The experience matters more than price.

What is the experience someone has with your store? From the moment they see your location from the street to parking their car to walking in the front door—what does your potential customer experience? If you doubt the power of experience, take a trip to your local Starbucks and look at the prices; people certainly aren’t going there for value on a cup of coffee. Everything about Starbucks says “We love coffee! And we know you love coffee! We all love coffee!” 

What if your store said the same thing about Jesus—before you or any of your employees ever greeted a customer?

OFFERING INSPIRATION

If you can’t be passionate and excited about something that the Lord is teaching you through a book, how can you expect to inspire others to do the same? 

As a Christian bookstore owner, when was the last time you shared a new book at your local church? How about at a local church that’s not your home church? “Face time” makes people comfortable. How much “face time” are you getting with potential customers? 

You can’t be afraid to approach your local pastors to ask them for pulpit time. If you ask and they turn you down, have you lost anything? (Look up Matt. 7:7 if you doubt this principle—this verse is even in red).

Because of their unique positions in the Christian community, Christian bookstores have unparalleled access to local churches. How large is your bookstore? Do you have room to host an interdenominational readers’ club? Or what about helping each of your local churches start their own book club?

Usually all it takes is planting the idea in one person who is excited about reading and the deeper things of God, and the rest will happen for you (as long as you keep in touch). Perhaps even offer a discount for multiple books purchased at once for a book club.

Something that Destiny Image does in working with authors is to get their itineraries: Where are they going to be speaking? Is there a bookstore near a church they will be speaking in? We try to arrange for signings in those book shops when an author is going to be nearby. It’s a challenge, and schedules rarely mesh, but when everything works together, it benefits everyone.

This is how you build a community: You get out there and meet people. If a Christian bookstore is your mission, then meet people where they are. Sometimes this means being open different hours. Sometimes it means a different location. Sometimes it means continuing to do what you’re already doing. Every community is a little different. CR

Destiny Image has greatly expanded through the years from its initial structure, with the original offices now suites for Destiny Image Films.