by Dave Stevanus

Some people consider gift items a distraction from the "real" ministry of selling books, but gifts can benefit your store in many ways.

A WARM WELCOME

When properly displayed, gift items can create a warm and inviting place for shoppers to feel relaxed and have some fun. This is also a great way to give your store a seasonal touch. The display and layout of your store should be separated by categories; a designated area for gifts creates an attractive atmosphere for your customers.

A FRESH LOOK

Keeping the store new and inviting is a difficult task. Gift items can help the store look a little different each time your customers come by. Have you ever wondered why the big retail chains move merchandise around so often? It is to keep things looking fresh. Many times, an item on a display in one part of the store can be moved to another location and suddenly see explosive sales. Bringing in new items can have the same effect, and customers will continue to return to see what is new.

INCREASED MARGIN

As church bookstores continue to battle for market share in the retail world, margins continue to deteriorate in most cases. The big-box stores and clubs have all seen the addition of Christian and spiritual sections to their book sales. Customers are always asking why the same book is "so much cheaper" at the big-box down the street.

Well-selected and displayed gifts can help combat this margin reduction. Most gifts that you sell can't be found at the big-box stores and are specifically designed for Christian stores. Thus, you have a relatively captive audience with these items.

-Dave Stevanus is the former manager of McGregor Bookstore at McGregor Baptist Church in Fort Myers, Fla.

To read the complete article, go to: http://www.thechurchbookstore.com/a.php?ArticleID=12378.