Christian Retailers Gather Amid Rapidly Changing Market

By Josh Kimball, Christian Post Reporter Wednesday, July 16, 2008

As many as 8,000 people representing all segments of the Christian retail industry have converged upon the Orlando County Convention Center in Florida for the International Christian Retail Show.

The July 13-17 event, touted as the industry's largest annual gathering, is featuring retailers from all 50 states and over 50 countries and from independent stores, regional and national chains, church stores and gift and specialty shops.

"This is one HUGE convention center – it took us an hour just to park and find our way to registration," commented ICRS attendee Pamela Ewen, author of The Moon In the Mango Tree, in her web blog Monday. "Thousands of people milling around on the convention floor, with publishing houses represented in brightly colored, lighted booths, book displays, videos, television reporters, radio interview booths, authors signing books, and lots of food."

The International Christian Retail Show was created only a few years ago after extensive input from retailers via surveys and interviews. Previously, the annual gathering was called the International Christian Booksellers Association convention.

"We want to make it clear that this event is not about an organization but that it is about and for the Christian retailer," explained Bill Anderson, president and CEO of Christian Booksellers Association (CBA), prior to the ICRS's debut in 2005.

"It's all about developing the aspiring Christian retailer, and how we can help them succeed in a rapidly changing market," he added.

The ICRS, which is not open to the general public, features Christian books, music, and gifts from 355 different companies in 998 booth spaces, including 66 first-time exhibitors. During the show, retailers select new merchandise, glean ideas for merchandising techniques and store promotions, and identify new vendors for products they know their customers will want to buy.

Though not past large as it has been in the past, the convention is still regarded by many as a strategic gathering that draws Christians in the industry to work out solutions, solve problems, and identify what opportunities lie ahead.

"I've had many very important meetings, some of them impromptu, which have resulted in connections and deals that would have never happened otherwise," Charisma magazine founder and publisher Stephen Strang wrote in his web log Wednesday.

"When you're in the Christian products industry like we are, this is the big show of the year," he also noted.

This year's convention comes as more and more Christian books and merchandise are being sold in secular channels.

For the past seven or so years, Christian retailers found themselves up against mainstream businesses and Internet sites trying to fill a skyrocketing demand for Bibles, music, greeting cards, children's games and movies.

Some specialty stores, particularly smaller operations, found themselves having to close while others cut costs, moved to better locations, improved the efficiency of their operations, redesigned interiors and re-created business models. Others are re-emphasizing customer service.

"Our message to consumers who love to read Christian books is that the Christian Retail store is the best place to buy them," expressed CBA's Anderson in a recent report on ICRS. "We have the best selection, the most product knowledge, and you'll love the experience shopping in our stores."

As a result, the Christian retail channel, according to CBA, continues to sell the majority market share. While general market channels sold 33 percent of the marketplace of Christian products and other channels sold 15 percent, the Christian retail channel sold 52 percent.

"Even with the enormous presence of Wal-Mart, big-box book retailers, and mass merchandisers, Christian retail, with its large and dedicated customer base, produces a larger percentage of Christian book sales," commented Anderson. "This underscores the value and potential of Christian retail for serving and growing this important customer base."

The CBA leader said his trade association is expecting Christian retailers to come to the ICRS "anxious to explore ways we can ready ourselves and our stores to retail in this new era of opportunity for specialty retail."

"Throughout the Show we'll be working together as an industry to find ways to continue improving the shopping experience in our stores so that customers will consistently choose us above their other options," said Anderson.

As the trade association for the Christian retail channel, Colorado Springs-based CBA is serving the interests and meeting the needs of 1,731 member Christian stores including independents, regional and national chains, church-owned stores, franchises, and marketing groups.

CBA and their member stores also work with 521 associate member book publishers, record companies, gift companies and other product suppliers. Along with the Christian Trade Association International, CBA also serves the meeting and information needs of over 1,000 Christian stores and suppliers in over 50 countries around the world.