The co-creator of one of the Christian product industry’s most popular children’s brands has urged Christian retailers not to overlook “the browsing factor” as they compete for customers.

The issue is “huge when people go to Wal-Mart and these other places,” said Paul McCusker, creative director of content development for Focus on the Family, which includes production of the “Adventures in Odyssey” line.

“But if they go into a Christian bookstore already knowing that it’s only moderately stocked, then they don’t go in to browse; they only go in because they know the store will have that thing they want to buy—which means they won’t go in as often,” McCusker said in a “Talking Points” interview for the Sept. 22 issue of Christian Retailing magazine. “There’s no surprise.”

The writer of more than 250 “Odyssey” audio scripts, 18 novels and two video episodes, McCusker suggested Christian stores learn about creating an attractive environment from the likes of Barnes & Noble, where “ you feel incredibly smart just for having been there.

“I have long believed that once Christian bookstores can find their distinctive, the thing that they have that nobody else has, and create an environment that you enjoy going into, then they’ll reclaim some of the customers they have lost.”

McCusker said he believed part of the enduring appeal of “Odyssey”—marking its 20th anniversary—was “the heart aspect.” “Odyssey” was “a place where people want to go to. They like to visit. … They like the variety of storytelling we have and the kinds of teaching we do.”

Read the full “Talking Points” interview in the Sept. 22 issue of Christian Retailing.

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