Though community service has been the focus of Cornerstone Christian Store since it opened in small-town South Carolina in 2006, co-owners Art and Laurel Maco have found that not being too helpful has its plus side, too.

In addition to serving free regular coffee and selling premium blends, hosting Bible studies and offering music lessons, the couple decided to try a DVD rental service—and discovered an unexpected bonus.

"We don't have a drop-off box, which means that the customer has to come back into our store to return it, usually renting another video or making a small purchase they (wouldn't) have otherwise (made)," Laurel said.

The rental service is "one of the smartest things we did" at the 1,500-square-foot store in a strip mall on the edge of Easley, she said. Of the department's 100 or so titles, one or two are general-interest family films, but the majority have specific Christian content of some kind like Facing the Giants, The 10 Commandments and the "Love Comes Softly" series of Janette Oke novel adaptations.

The rentals started out at the back of the store by the music, but have been separated into their own section and moved to a more prominent spot inside the entry.

Read more in the "Store Strategies" profile in the Aug. 25 issue of Christian Retailing.

• Prev
• Next