Georgia store 'intentional' in opening mall kiosk, which showcases personalization service and 'Christian bookstore presence'

Calling the venture "an experiment," longtime Christian retailers in Valdosta, Ga., have expanded to a local mall with hopes of increasing traffic to their brick-and-mortar location.

Cherie and Tom Gregory—owners of The Potter's House Parable Christian Store for 31 years—opened a kiosk at the Valdosta Mall in September. 

Showcasing gift company P. Graham Dunn's laser-engraving system, the kiosk features a catalog with different products that customers can choose from, including keychains, magnets, ornaments, pens, cutting boards and knives. The kiosk also features some books and items that are available at the 10,000-square-foot store, located several miles away.

"We're hoping to draw customers here to the big store, which is about 10-15 minutes away," Cherie Gregory told Christian Retailing. "It's really an experiment. It's been an interesting experience. We've had to train four new employees."

After doing well saleswise with Dunn's laser system in their store last Christmas, the couple acquired a second engraving machine specifically to have "a Christian bookstore presence" at the mall, she added.

Parable Franchise Coach John Strifler credited Tom Gregory for becoming aware of available kiosks at the mall.

"The purpose was not to duplicate the incredible experience from their full-service store across town," Strifler told Christian Retailing. "Rather, they sought to enhance the impression of the store to the customer traffic at the mall by offering a service appropriate to a kiosk."

Strifler praised the Gregorys for finding a new way "to market themselves, and make impressions to current and potential customers,"—like general market retailers with planned pop-up mall stores for the holidays. Toys "R" Us plans to open 600 Express pop-up locations during the Christmas season,—up from only 90 of them nationwide last year,—while Borders plans to open 25 mall stores for holiday sales, the Los Angeles Times reported. 

"While not an aggressive priority for Parable, we expect to have discussions with others stores about the possibility of setting up kiosks in their markets," Strifler said. "It is certainly about timing and having the right space, staffing and service options available. The Potter's House was intentional and utilized their strengths. They have planned well and negotiated favorable short-term arrangements with long-term options."

Peter Dunn told Christian Retailing that The Potter's House is "one of the best-managed stores in the industry."

"The synergy that the Gregorys have going for them is the fact they have cut their teeth on our laser engraving operation in their store, where they have been successful with it," he said. "Opening a kiosk is not for every retailer. It has its inherent risks just like any other retail operation. What the Gregorys have going for them is 30 years of experience in retail, and knowing what it takes to run a successful retail operation.