Serving the needs of local congregations is a growth area for stores to pursue

Michelle Brown believes so strongly in church supplies that last fall she dedicated a section of her 1,800-square-foot location to this category to stimulate more interest in Word of God Christian Resources.

The outreach is working. During 2010, the store derived 48% of its revenue from church supplies. That nearly matched 2009’s figure of 51% despite a third consecutive annual decrease in giving to churches nationwide.

“I go to every church and say, ‘I will give you a 5% discount, pay shipping and deliver the material to you,’ ” Brown said. “A lot of churches don’t realize what a local Christian bookstore can do. We research the best prices and products. We need our churches or we wouldn’t be here.”

Bibles may be immune to the e-publishing challenge to print

Abingdon Press	Danteck Group	Thomas Nelson	Zondervan

While talk about digital products generally makes brick-and-mortar Christian retailers quite nervous, they should be encouraged when it comes to non-print formats available in their Bible department.

For many have experienced success with sales beyond the printed page in recent years, and though the growth of e-books is viewed as a threat to other categories, when it comes to God’s Word, some see the trend as less troubling and even potentially positive.

Long before e-readers, Christian stores were selling the Bible in non-print formats, from audio editions on multiple cassettes to early software. Listen-to versions got a major boost in the last few years when the two leading Bible publishers each brought out their own, award-winning digital audio editions with all-star casts.

With more than 2 million in sales, a children’s version due to release in November and a movie adaptation, Heaven is for Real (Thomas Nelson) has been one the surprise hits of the Christian publishing world, since its release last fall.

Like William P. Young’s best-seller The Shack, it is one of those titles that has been propelled more by word-of-mouth recommendation than advertising and promotion.

We talked with representatives of publishers of similar titles, which have racked up sales of more than a million without a major marketing push, about handling such unexpected successes and the role Christian retail stores have in their impact.

Taking part in the discussion were: 

• Woodley Auguste, director of marketing and publicity for Charisma Media’s book division, Charisma House (23 Minutes in Hell by Bill Wiese, 2006) 
• Don Gates, vice president of marketing for trade books at Zondervan (The Man in the Mirror by Patrick Morley, 2000) 
• Laura Minchew, vice president & publisher, children and gift specialty books for Thomas Nelson (Jesus Calling by Sarah Young, 2004) 
• LaRae Weikert, vice president of editorial for Harvest House (The Power of a Praying Parent by Stormie Omartian, 1995) 

Woodley Auguste	Don Gates	Laura Minchew	LaRae Weikert

CHRISTIAN RETAILING: How did your million-seller hits come about?

WOODLEY AUGUSTE: I think it was the popularity of books based on the afterlife and the supernatural. In light of current events, people are asking some questions about faith—most importantly and of course—the afterlife. Books like 23 Minutes in Hell that are in that genre meet that felt need. I think that as things seem to become more chaotic, people were intrigued by asking the question, “Is heaven or hell real?” A book by a realtor that was not a preacher—was just an “Average Joe,” if you will, recounting a vision—I think it really piqued people’s interest.

 For those who suggest that Christians are slow to embrace technology such as the iPad, I’d like to point out that Moses recorded his mountaintop encounter with God on a couple of tablets. ...

Weak joking aside, it’s interesting to me how two of the best-known names in the new world of communication conjure up biblical imagery. There’s Word, with echoes of unchanging truth, and Apple, whose chunk-bitten-out logo prompts thoughts of, “Did God really say?”

And therein lies the tension for Christian communicators—how do we utilize the tremendous developments in media in ways that promote faith rather than doubt?

Nowhere is the challenge more clear than in the world of news, where in the old days it was customary to do quaint things like, well, check facts before going to print. Nowadays accuracy often  gets trampled in the 24/7 news cycle rush for a scoop. Tweet first, ask questions later.

Don’t get me wrong, I’m all for being the one to break the story. It’s part of a journalist’s DNA. But I am reminded by Luke that being first isn’t the sole measure of impact. After all, he tells us in the introduction to his Gospel that many before him had attempted to record what had happened. 

They may have beaten him to press, but it is his account that endures.

We’re trying to balance the opportunities and challenges of technology in our work at Christian Retailing as we serve retailers and suppliers. Timeliness and truthfulness. Accessibility and accuracy. Information and insight. Relevance and reliability.

Let me give you a quick overview of some of what we are doing in our position as the hub for what’s happening in Christian publishing and retailing:

Twitter and Christian Retailing Update news postings allow us to keep you informed about breaking news. They provide the latest bullet points, but our monthly print magazine helps you join the dots and see the bigger picture. In its pages, we endeavor to tell you not just what has happened, but also to put things in a wider context and assist you in seeing why they matter.

The digital edition of Christian Retailing provides even more opportunities for us to go deeper. We include extended transcripts and audio recordings of interviews, plus video trailers for books, movies and music that help you get more of a feel for people and new products. 

In the interests of economy and the environment, we have cut back on the number of physical copies that go out, in recent times, so while others on your staff may be waiting for the latest print issue to get handed round, they can access the digital edition.

You will find both our Update reports and digital editions at our Web site, www.christianretailing.com, which also offers a wide range of other helps and resources. Among them:

Blogs that include news from the book, music and gift world and a weekly roundup of the major current specials and offers in the Christian retail channel.

An up-to-date listing of some of the
latest blogs from leading figures in the industry, from authors and artists to publishers and agents.

Industry Radar, a weekly roundup of reports about the Christian products world by other media, from network TV to local newspapers.

Online exclusives, including book
reviews.

Author Corner, our video library of exclusive interviews with leading Christian writers, intended to help stores connect more with the person behind the pen.

Detailed new release listings for all the major categories, updated regularly.

Monthly editors’ podcast, where the team gets together to chat about the latest news, releases and events and gives you a glimpse of what’s coming. 

Media appearance details of who’s appearing when on what shows, so that stores can be prepared for customers coming in asking for a title that may have been featured on TV or radio.

Our Web site also offers search options for finding past articles, a forum for comments and conversation with others and a fun weekly Industry IQ question to see how much you know about the industry. Then there’s our Facebook page, which provides another opportunity to keep up with news and connect with others.

In all of this, we are committed to getting it as right as possible (and putting it right when we don’t). Accuracy is important in any form of journalism, of course, but as an industry journal, we know that you rely on us to get the little details right, too. So we spend a lot of time checking ISBN numbers and publication dates and those sorts of things.

One of the pluses of new media is how it allows you to interact more with traditional “gatekeepers.” So please, let us know how we are doing and what you want to be reading about in the future. 

Your guide to the educational opportunities at CBA’s summer show

MORE DETAILS: For final information from CBA on this year’s International Christian Retail Show, go to www.christianretailshow.com, and watch for the ICRS brochure coming in the mail. 

Celebrate the Word, Impact the Culture” is the theme for this year’s International Christian Retail Show, celebrating its 62nd year at Atlanta’s Georgia World Congress Center, July 11-13. 

“The theme relates to the heart of Christian retailing built around the core of the Word of God and our work to impact the culture,” said Curtis Riskey, executive director of host CBA. “It also celebrates the 400th anniversary of the King James Version Bible translation, originally published in 1611, and the continued relevance of God’s Word today.”

The training aspects of the show “will be different because they are focusing on the latest issues facing retail, such as effective social-media engagement with customers and others who would be customers,” Riskey said. “Other topics include how to create events that engage your community and not just be another poorly attended book signing, and how to work with authors to drive traffic and increase sales. 

“Also, training will provide skill development in practical retail management and offer a separate new Retail Academy for all retailers and all skill levels.”

Workshops will be a strong element of the show, but retailers can get educated in other ways as well. 

“Special merchandising areas will demonstrate how to build strong category destinations, such as the Thoughtful Books exhibit, a cooperative publisher effort that will show how specialized high-margin titles can attract thinking people and spiritual leaders to your store,” Riskey said. 

Another area will offer advice on preparing for this fall’s Christian Store Week, which has been expanded from a single day. 

CBA’s newly redesigned, two-day Retail Academy is structured for current or prospective retailers asking questions such as: “How do I develop a strong business plan?” “Do I have enough capital?” “Have I chosen the right location?” and “How will I determine my inventory mix?” 

Retailers also will have the opportunity to meet with sponsoring suppliers providing services and products that will help stores build or strengthen their business. 

For retailers who want to learn to use social media to increase store traffic, this session aims to instruct them on leveraging today’s technology to connect with customers. 

Store owners or managers who wonder if their frontliners would feel comfortable leading someone to the Lord in their store will learn how to minister to customers in a retail setting through this session with Aurelio Barreto, founder of Not of This World and C28. Barreto will share real-life examples from his retail chain, where on the sales floor thousands have committed their life to Christ.

1:30 -2:30 p.m.

CBA Workshop: Successful In-Store Events on a Budget

Hosting in-store events can be a challenge. In this workshop, retailers will learn how to be successful in this area by using proven strategies and concepts. Experienced retailers will share lessons learned from their events, from which their stores have not only increased traffic flow but sales as well. 

Participants will also learn how to host a winning Christian Store Day.

1:30-2:30 p.m.

CBA Workshop: Novel Ways to Sell Fiction

Retailers will build on their current knowledge of selling Christian fiction. Along with longstanding best practices, creative and workable ideas collected from retailers and publishing professionals will be introduced. 

3-4:30 p.m.

Children’s Product Trends

Led by children’s author and expert Mary Manz Simon, the annual training event will showcase the latest trends and merchandising ideas in children’s product for retailer owners/managers, buyers and frontliners. Products from sponsoring suppliers will be highlighted, and each attendee will be given a sample of each featured product.

Additional registration is required.

TUESDAY

8:30-9:30 a.m.

CBA Workshop: Successful In-Store Events on a Budget

Repeated from Monday.

8:30-9:30 a.m.

CBA Workshop: Building Recession-Proof Customer Loyalty

Customer loyalty can translate to consistent sales even in an economic downturn. In this workshop, retailers will learn strategies to build a sense of community in their stores and establish strong customer loyalty. 

This presentation explores what it means for stores to take educated risks, successfully provide alternative services and select product based on what consumers really want.

10-11 a.m.

CBA Workshop: Increasing Traffic and Sales Through Church Relationships

A panel of industry professionals will aim to help stores understand and connect with the local church in order to grow the store’s value to the church. Topics covered will include how to build relationships with local churches, looking at the church as a buyer of church and office supplies, understanding who attends the church and how to navigate church politics to reach the decision-makers and influencers who make recommendations as to where church members should shop for Christian products.

10-11 a.m.

CBA Workshop: Getting Employees into Their Sweet Spots

This session is for owners and managers who want to find the best new employee and place him or her in the ideal position for her personality and skills. Retailers will learn how to identify what motivates each individual and how to provide him or her with work that draws out a person’s God-given gifts.

10:30 a.m.-5 p.m.

Retail Academy, Part 2

This is a continuation of the Retail Academy, Part 1 from Monday. Additional registration is required.

3-4:30 p.m.

Retailer Idea Exchange Reception

The Retailer Idea Exchange gathers together retailers for idea-sharing and networking to build up the Christian retail market. 

Additional registration is required.

WEDNESDAY

8:30-9:30 a.m.

CBA Workshop: Increasing Traffic and Sales Through Church Relationships

Repeated from Tuesday.

8:30-9:30 a.m.

CBA Workshop: Finding Your Audience and Building Customer Relationships

Repeated from Monday.

10- 11 a.m.

CBA Workshop: Building Recession-Proof Customer Loyalty

Repeated from Tuesday.

10-11 a.m.

CBA Workshop: How to Grow Sales by Better Understanding the Fiction Publishing Process

This workshop considers how the fiction publishing process affects the Christian retail store’s business. 

ICRS highlights

Launching ICRS this year, the first General Session will see researcher and best-selling author George Barna sharing from his new book, Futurecast: What Today’s Trends Mean for Tomorrow’s World (Tyndale House Publishers), “what he has learned about where the church, the country and the culture is going,” said CBA Executive Director Curtis Riskey. Barna will then moderate a panel of retailer and supplier leaders “to make practical sense of the trends for Christian stores,” Riskey said.

As part of the celebration of the Bible at ICRS, the show will feature “Celebrate the Word Bible Legacy,” an exhibit of historic Bibles and biblical artifacts. The exhibit will be open to convention-goers and to the general public. 

In this time of transition for the Christian products industry, ICRS aims to help stores become much “more than just a place to sell things,” Riskey said. Along with the exhibits and training at the show, the Town Center aims to inspire retailers and suppliers to better connect with the church and local communities. 

“As the store becomes a community-gathering place for people of like mind and passion, what happens in the retail environment also must adapt,” Riskey said.

“The Town Center area aims to demonstrate ways to engage local communities and provide compelling store environments,” he said. 

Plan ahead for your floor time with suppliers

Full exhibitor listing

 Abbott Hall, #239

Abbey Press, #1619

Abingdon Press, #828

African American Expressions, #1518

Alpha Omega Publications, #521

Amazing Facts, #1447

Ambassador International, #947

American Bible Society, #318

AMG Publishers, #801

Anchor Distributors, #709

Apex Trading Co., #1929

Artistic Manufacturing Corp., #618

B&H Publishing Group, #728

Baker Publishing Group, #539

Barbour Publishing, #529

Bargain Books Wholesale, #328

Berg Christian Enterprises, #2033

Bezaleel Gifts Co., #2001

Black Family Press, #341

Blossom Bucket, #2005

Bob Siemon Designs, #1711

Book Depot, #242

Booklog, #827

Bookstore Manager Software, #1410

Bowman Art, #1906

Bridge-Logos Foundation, #331

Bridgestone Multimedia Group, #1100

Brownlow Gifts, #1710

Cactus Game Design, #1919

Carolina Retail Packaging, #1706

Carpentree, #1701

Cathedral Art Metal, #1511

Catholic Book Publishing Corp., #232

Central South Distribution, #1104

Charisma Media (formerly Strang Communications), #819

Christ for the Nations, #500

Christian Art Gifts, #1727

Christian Focus Publications, #1246

Christian Life Outreach, #1147

Christian Media International/The Spoken Word of God, #1046

Christian Small Publishers Association, #338

Christian World, #1313

Christianaudio/Hovel Audio, #339

CLC Publications, #646

CNI Distribution, #1009

Comfort Publishing, #451

Concordia Publishing House, #409

Creation By Design, #1001

Crossway, #321

Crown Financial Ministries, #210

CTA, #1604

Dake Publishing, #905

Danteck Group, #1247

David C. Cook, #

DaySpring Cards, #1521

Destiny Image, #211

Dexsa Co., #1611

Dicksons, #1821

Discovery House Publishers/RBC Ministries, #951

Eikon Bible Art, #1546

Ellie Claire/Summerside Press, #1507

EMI CMG Distribution, #1103

Emkay Candle Co., #900

EP Books, #547

E-R Productions, #1146

Evergreen Press, #1542

Every Good Gift, #1708

Exotic World Gifts, #2118

Faith Library Publications, #431

FaithWords/Hachette Book Group, #719

Fireside Catholic Publishing, #1438

Foundation Publications, #903

Franklin Electronic Publishers, #405

Fun Express, #2022

G.T. Luscombe Co., #1608

Gardenfire, #2027

Gifts of Faith, #96

Glory Haus, #2010

Gospel Light/Regal Books, #611

Gospel Publishing House, #847

Gregg Gift Co., #1719

Group Publishing, #909

H.J. Sherman Co., #1503

Haggai Books, #1639

Harrison House Publishers, #345

Harvest House Publishers, #639

Hendrickson Publishers, #400

Heritage Lace Inspirational, #2019

Hermitage Art Co., #621

Holy Land Gifts, #1902

Howard Books, #208

Howard Imprinting Machine Co., #230

Ideals Publications, #218

Imagine Design, #1905

Inspirational Closeout Solutions, #324

Integra Interactive, #1003

InterVarsity Press, #303-311

James Lawrence Co., #1613

JMS Marketing & Sales, #724

Kerusso, #1409

Kingstone Media Group, #649

Kirkbride Bible Co., #702

Kregel Publications, #610

Left Behind Games, #1207

Levy’s Leathers, #2112

Lighthouse Christian Products Co., #1907-1913

Lion Hudson, #511

Mach III/Color-Ons, #1609

Merch-it!, #1925

Milestones Int’l Publishers, #200

Montco Packaging, #238

Moody Publishers, #701

Munce Group, #833

Murphy Cap & Gown Co., #830

New Day Christian Distributors, #1303

New Hope Publishers, #722

New Leaf Publishing Group, #1039

No Greater Joy Ministries, #1338

Noah’s Ark Distribution, #1403

The Northampton Press, #1443

Not of This World (NOTW), #1526

Oasis Audio, #313

OM Ships International, #227

Outline Bible Resources by Leadership Ministries 

Worldwide, #1343

Outreach, #1539

Oxford University Press, #904

P&R Publishing, #603

P. Graham Dunn, #1627

Parable Franchising, #1339

Positive Productions Plus!, #1442

Praiz POS/Extreme POS, #322

Precious Moments, #2030

Pro Pueblo, #1509

Protec, #1904

Provident-Integrity Distribution, #1006

Pure Flix Entertainment, #1419

Rainbow Publishers/Legacy Press, #720

Revival Literature, #625

R.H. Boyd Publishing Corp., #1049

Rhythm Band Instruments, #1923

Rhythm U.S.A., #2032

Robert Spooner Galerie, #1811

Rose Publishing, #438

Royal Consumer Information Products, #1341

Saber of Truth Ministries, #1538

Scripture Candy, #1602

ScriptureWear, #2013

SDS Design Associates, #1507

Servant Marketing, #2009

Singer Co., #1601

Solid Rock Jewelry, #1805

Spirit & Truth Christian Jewelry Designs, #1532

Spring Arbor Distributors, #419

Standard Publishing, #939

STL Distribution North America, #1138

SW Press Co., #401

Swanson Christian Products, #1346, 1901

Tabbies, # 519

Talicor, #2018

Tecmark Corp., #1311

Thomas Nelson Bargain Books, #340

Tier Toys/Krazy Houze, #1607

Trinitarian Bible Society USA, #624

Trinity Broadcasting Network, #1002 

True Potential Publishing, #204

Truth Book Publishers, #449

Tyndale House Publishers, #501

Union Gospel Press, #206

Universal Designs, #1700

Valtim Marketing Services, #1605

Vermont Christmas Co., #1606

Vision Street Publishing, #548

Warner Press, #201

Well Versed Gifts, #2003

Wesleyan Publishing House, #1439

WestBow Press, #623

Wholesale Christian Books, #231

Wilton Armetale, #2021

WinePress Publishing, #439

Word Distribution, #1111

WORDsearch Corp., #1340

World Wide Printing, #607

Worthy Publishing, #1545

Xulon Press, #747

Zondervan, #739

CBA Marketsquare tables

Augsburg Fortress, table 6

Barbour Publishing, table 1

Copenhagen Publishing House, table 4

Josh McDowell Ministry, table 5

Thomas Nelson, table 2

Zondervan, table 3

Debut Avenue booths

Ancient Essence, #da38

Be Salty, #da23

The Carpenter’s Woodshop, #da22

The Christmas Angel, TBD

Coastline Imports, #da3

DVB New York, #da24

Earthwood, #da21

FaithViews, #da5

Fundex Games, #da6

Gifts and Talents, #da4

Heart on Your Sleeve Design, #da20

Heaven Sent Infant Wear (Miracle Maternity Wear), #da2

Intertech Marketing, #da26

Jeweled Cross Co., #da1

Keys to Prayer, #da8

PAJ dba Prime Art & Jewel, #da37

Poof-Slinky, #da19

CBA Marketsquare booths

Abridge International, #ms14

Armour Publishing, #ms43

B&H International, #ms9

Baker Publishing Group, #ms46

Banner of Truth, #ms20

Barbour Publishing, #ms23

Beacon Hill Press of Kansas City, #ms13

Bill Noller International Publishing, #ms26

Crossway Books & Bibles, #ms18

Destiny Image, #ms1

F.J. Rudy and Associates, #ms21

Gospel Literature International, #ms2

Great Value Books, #ms37

InterVarsity Press, USA, #ms3

InterVarsity Press, UK, #ms27

IPRINTING, #ms34

Life Publishers International, #ms5

LifeWay International, #ms31

Messianic Jewish Publishers, #ms35

Riggins International Rights Services, #ms29

Scandinavia Publishing House, #ms22

Thomas Nelson, #ms24

Tyndale House Publishers, #ms7

WingSpread Publishers, #ms36

Zondervan, #ms4

Great staff are the key ingredient in effective ‘differentiation’

There has been a longstanding school of thought that “customer experience” is key for Christian retailers in setting them apart from online shopping sites and big-box stores.

Events and in-store extras such as free WiFi and coffee play a part in providing that differentiating factor. But in the end, most of the onus on providing exemplary customer experience falls back on the competency, people skills and attitude of store staff, according to industry leaders, marketing groups, chains and leading independent stores contacted by Christian Retailing.

For CBA Executive Director Curtis Riskey, customer experience “increasingly will be the critical differentiator for Christian stores and a crucial strategy to compete against online booksellers, discounters and Amazon.com affiliates selling in their bathrobes.” Engagement with customers “will build the relationship and loyalty,” which will help stores succeed, he said.

“That means how retailers connect with people in their store—beyond just selling them something—will be a driving factor,” Riskey said. “Retailers must engage people at the level of their passion for faith-building, ministry, outreach and service, helps and more.”

This goes beyond just customer service in the traditional sense of a happy greeting and quick checkout, he added. “It goes to understanding who your customer is, what they do in their life and faith and coming alongside them so they can change, transform, act out their faith or achieve their life passions.” 

‘A DIFFICULT CONCEPT’

Nothing is more important than customer experience in retaining customers and “making them raving fans and evangelists for the store,” according to Parable Group Franchise Coach Steve Adams.

“But customer experience is a difficult concept because it is really in the eyes of the beholder,” he said. “Customer service is ... the sum of what we offer—gift wrap, Bible imprint, special order, a cup of coffee, efficient checkout. Experience is how the customer feels for having been there, and how she feels about what we do.”

Adams said that “the most critical element differentiating service from experience” is the store staff and their engagement with the customer.

“Survey after survey underscores the importance of helpful, knowledgeable, friendly people who connect with guests and convert them to customers,” he said.

Heather Ogden, customer service representative and stationery manager at the Parable Christian Store in San Luis Obispo, Calif., takes on a mind-set to create “a great customer experience.”

“I try to put myself in the shoes of the customer because I know what it feels like to receive poor customer service,” she said. “I always try to make sure I greet someone when they walk in the door, ask if they need help and let them know that they are free to ask me any questions they might have.  

“I feel that it is important to be polite, sincerely concerned and interested in helping the customer,” Ogden added. “By providing a great customer experience, you can gain a devoted customer and create positive word of mouth.”

Parable provides resources for its 112 affiliated stores “to use as they see fit,” Adams said. 

“We encourage our stores to host periodic staff meetings as they are a vital ingredient for infecting all staff with the enthusiasm, team spirit, mission-mindedness, procedural skills, product knowledge and customer-engagement skills, which define who we are,” he said. “Both individual and group training are essential.”

Parable provides guidelines for its stores regarding staff recruitment. “It is important to hire people who are predisposed to the ministry of our stores and inherently equipped for the jobs we are hiring them for,” said Adams, adding that hiring-assessment tools from Leading from Your Strengths (www.leadingfromyourstrengths.com) are “very helpful.” 

“Insights from these profiles help identify candidates with the ‘promoter-relater’ giftedness that make for good customer-engagement performance in the store,” he said. “As a Nordstrom executive once told me, ‘You can’t train someone to be nice—that’s their mother’s job. Our job is to hire nice people, equip them with knowledge of products and procedures, and then turn them loose to be nice to our guests.’ ”

‘MUST BE READERS’

David Almack—U.S. director of CLC International, which runs nine retail and church stores in the Philadelphia area and New Jersey—argues that staff “must be book readers and love people,” he said. “Those two ingredients are not really trainable.”

Customer experience is “a critical issue” for Christian stores,” Almack said. “If customers do not have a great experience in our stores, they will not come back, and they certainly have plenty of other options these days as to where to get their Christian products.” 

Christian retailers must “view the experience issue from a ministry lens as well,” Almack added. “Are people having their spiritual needs met when they come into our stores? They may need prayer as much as they need a new book. When a church leader comes in, they are looking for resources and solutions—not simply products. I like to say that we are successful if the customer has had a transformational experience with us rather than a transactional one.”

Training for CLC Bookcenters’ staff involves multiple methods and approaches, including two days of in-depth classroom time, which reviews the nonprofit mission organization’s philosophy, history and global scope.

“An employee handbook and policy and procedures manual are given to each new team member and discussed during the first week on the job with their store manager,” Almack said. “Most importantly, they are paired with an experienced team member for several days, if not weeks, early on, for mentoring and training hands on.” The group also utilizes CBA online training and Bible training programs from Zondervan, Tyndale House Publishers and Thomas Nelson.

Additionally, CLC Bookcenters hold an annual staff conference in April for one to two days of “training, fellowship, motivation and fun,” Almack added.  

Compensation is not the primary reason that people work for CLC, he said. “Our people view it as a vocation, calling and, in some cases, as a mission field. … We never use pay as a part of our strategy for recruitment and … often mention in the recruiting process that sacrifice is one of our core values. If a person is still interested in CLC after hearing this, they are normally motivated by other factors.”

‘POINT OF CONTACT’

At Mardel Christian & Education, President Jason Green said that the 34-strong chain sees customer experience as “crucial” to its success.

“We feel that it is our responsibility to provide an excellent customer experience—from merchandising to store layout and design, to our staff interactions with the customers,” he said. “Every point of contact with the customer must be a great one.”

Mardel trains, equips and enthuses its staff by first hiring “great people,” Green said. “Then we spend time with them showing them the functions and responsibilities of their position. We spend time developing and dedicating resources in areas that improve our staff’s ability to do their job well.

“We strive to … pay them accordingly,” he added. “We look for those folks who align with our mission, and want to work for Mardel because of what we do, and because they want to be a part of that. If someone is ‘just looking for a job,’ then he/she will have to find that somewhere else.”

Green noted that Mardel’s store personnel have “servant’s hearts.” “We know our customers do more than ‘shop’ our stores,” he said. “We are a part of helping them and equipping them in their walk. We are part of the experience of helping them learn, grow and heal and hope. We help renew minds and transform lives.”

 Customer service is “a priority” for Berean Christian Stores, said Director of Operations David Jordan, noting that the 18-strong chain implemented a mystery-shopper program in 2010 “to give us a snapshot at each store several times a quarter.”

The questions are based on overall customer experience. “We feel this has been a great training tool for individual associates as well as the overall operation of the stores,” Jordan said. “The overall scores are shared with each team. Where deficiencies are found, we address them accordingly. We strive by not only serving our customers, but feel that engaging the customer is important as well.”

When it comes to training, Berean provides new-hire orientation for every new employee, Jordan said. “The time in orientation is not only spent completing necessary paperwork, but also gives the manager an opportunity to review our policies and procedures with the new employee and answer any questions he may have,” he said. “At that point, the new employee is usually paired up with one of our more long-term, experienced employees to receive on-the-job training.”

Besides offering ongoing training at mandatory, quarterly staff meetings, Berean also has a formal recognition program. 

The Berean CARE Award recognizes those that provide outstanding customer service with an engraved plaque and a cash bonus.

The other component is on-the-spot recognition. “Managers have access to $25 restaurant gift cards to immediately recognize an employee for a job well done,” Jordan said.

‘MOTIVATION TO EXCEL’

Berean “believes strongly” in promoting from within, Jordan added. “We have many long-term, dedicated employees, and we prefer to promote these employees rather than recruit from the outside, if possible,” he said. “Our goal is to provide a competitive salary and benefits package to attract new talent, but to also provide ongoing motivation to excel through our current quarterly bonus program.”  

At leading independent Christian retailer Chuck Wallington’s landmark store, Christian Supply in Spartanburg, S.C., Director of Sales and Personnel Myila Young said that “customer’s experience is the most important thing.” Founded by Wallington’s father in 1953, the almost-35,000-square-foot store won a CBA Store of the Year Impact Award in 2007 for effective marketing, staff training and merchandising.

“We communicate to our staff that if we don’t take care of our customers, someone else will,” Young said. “We try to stress to them that there is nothing we sell that our customers cannot find at another location, and that they are honoring us when they choose to shop with us.”

Christian Supply employees are trained in a class called SERVE—an acrostic for Salutation, Evaluation, Referral/Research, Value-Added and Express Thanks. “Each letter of SERVE stands for a step in the process of ministering to our customers,” said Young, noting that the model was created by the store.

For example, during the Evaluation step, customers are asked open-ended questions, and a staff member restates what they expressed as their need, Young added. “When referring them to the right product or right department, we walk them to the product and we never point.”
A four-week training course, SERVE is “the standard that we use to serve our customers,” Young said. “We use a secret-shopper service to shop our store three times a month, and they use our SERVE outline to see if our frontliners are properly serving our customers.”

During recruitment, “we look for those who have a genuine interest in the ministry of our store, and we also look for those who we feel would relate well with our customer base,” Young said. “In addition, we try to find those who are self-starters. … I am very diligent in trying to find the right people for the right positions. This is very important to me that we don’t have a round peg in a square hole.”

Rick Lewis—co-owner of Logos Bookstore in Dallas, singled out for “memorable customer service” with a CBA Spirit of Excellence Award in 2009—said that customer experience is “what sets us apart” from big-box and discount stores.

“We see what we do as a ministry—not just an exchange of goods for cash,” he said. “We hire the smile and train the details. … Great customer experience is not just about finding the right product. It has to be personal and, in some way, reflect the very hope and love that is at the heart of everything this store sells.”