Posted by Matt Markins in I just got off of the phone with Jim Browning, the central book buyer for Christian Light Bookstores, a division of the Evangel Publishing House and Brethren in Christ denomination. Another sad phone call for sure.
The Christian Light Bookstore chain that consists of ten stores will soon be downsizing to six stores. Three of the four locations that are closing are stores around 3,000 square feet or less. Another sad sign that many smaller Christian retail stores are struggling.
This is a very serious issue, and one that is rather complex. It is difficult for the smaller Christian retail store to compete with Amazon, Wal-Mart, Costco, Sams, CBD, Borders, and even Family or LifeWay. Each of these retailers are growing experts in the power of the convenient purchase – something that not every small independent Christian store has the resources to accomplish.
However, in my experience in the CBA market, I have observed three things I can recommend to a smaller store that Wal-Mart simply cannot provide (if you have not already considered them).
#1 – Passion & Service. If you own a smaller Christian store, I hope you are in it because you are passionate about the Christian faith and about Christian retailing, or you may eventually find yourself among those closing their doors. Because you are smaller, you have as advantage over the major chains to be focused on the individual customer. Get to know them personally and know how to meet their needs.
#2 – The Bible Resources Category. Wal-Mart carries John Eldredge. Sam’s Carries Max Lucado. Dollar General may even carry John C. Maxwell. But, it is unlikely that any of them actually carry the MacArther Bible Commentary, the Unger’s Bible Dictionary, or the latest Concordance from Zondervan. This is your specialty! The trade section of your store really doesn’t set you apart from the big boys, but the Bible Resources category does. If you are passionate about helping your customers understand the Bible and apply it to life, than don’t stick your Bible Resources category in the back corner and forget about it. By getting to know this category, if you don’t already, you can help your customers know how to understand the Bible and apply it to their own life. If you would like help in this area, you may want to check out Nelson’s latest program for the Bible Resources category, Element.
3# – Service the Local Church. The manager at the local K-Mart would be quite unlikely to visit the First Baptist Church down the street to present to the pastor three of the latest products that are making a difference in the lives of people in his community – but you can! Give the pastor and his congregation a reason to visit your store: a special discount, a unique delivery service, or perhaps a special program of some kind for his church. If you find creative ways to connect with the church, you will establish more relationships in your community and create even more opportunities for increased revenue. If you don’t believe me, check out The Church Bookstore or The Church Bookstand. This is a movement that is well in motion. If you are not already thinking or moving in this direction, I encourage you to get involved with the churches in your community. Just think of all the new relationships you will make!
