Home Media Magazine - September 16-22, 2007 - (Page CER12)

+retail profile A PARABLE I BY DAN BENNETT n retail, each customer has a different need. At Parable Christian Stores, that need is addressed through a reliance on both Christian-themed products and individual attention. A focus on each individual customer is the longtime hallmark of San Luis Obispo, Calif.-based Parable Christian Stores, an association of locally owned independent retailers dedicated to Christian product. “The Christian retail channel is constantly changing and adapting, making it difficult for independent stores to keep up,” says store manager Keith Badger. “This is where being a Parable franchise store has been so vital, keeping us up to date with the latest trends and data. The other primary challenge we face is growing competition from the general market and online.” The Parable Web site has blossomed in the past two years, Badger says, offering an FOR EVERY CUSTOMER Parable Christian Stores operators pride themselves on giving their customers individual attention so often.” The quantity and quality of Christian products has certainly expanded over the years, Badger says, creating competition by convincing general-interest companies to sell Christian products. “People are increasingly hungry for all things spiritual as they see the wasteland wrought by consumerism, and I consider it a great honor to be able to point people to Christ through what we offer every day,” Badger says. “I don’t believe the content has changed much, perhaps shifting somewhat to address trends, but the beginning and end is still Christ and his gospel.” The job allows Badger the opportunity to make new friends and see how people’s lives are changing. “I see evidence of God working every day through customers returning again and again to the safe haven we offer, through the letters I receive in the mail, and through God’s promise that His word will not return empty,” Badger says. “I’ll never forget the day a lady came in looking for a book on divorce. As I listened to her, she collapsed into sobs and told how her husband had left her and her two young kids, leaving her broken and confused but clinging to God. Since that day I’ve watched as God uses our store to redeem her and her kids. There are so many more instances just like that happening every day.” On its Web site, Parable is partnering with Good News Holdings to create a new social networking site for churches and individuals called Lights Together. “It is extremely innovative and well done, and I’m very eager to see how God will use it,” Badger says. PARABLE TALE “I’ll never forget the day a lady came in looking for a book on divorce. As I listened to her, she collapsed into sobs. … Since that day, I’ve watched as God uses our store to redeem her.” The stores are “owned and operated by people who love the Lord and consider their business a ministry to their community,” according to the company Web site. Parable Christian Stores comprises more than 50 franchise locations and nearly 140 member stores nationwide and in Canada. The concept began more than 20 years ago, when Parable founders Steve and Laurie Potratz began a marketing group for the Christian retail industry. The early product included catalogs, fliers and merchandising kits for independent Christian stores. Over time the company grew to offer retailers a much wider range of merchandising and operational services. The original store in San Luis Obispo remains a flagship location. increasing amount of product. “Not only does the Web site offer the hottest and best items in the Christian market, but also Parable exclusive products, high-quality CDs, gifts and books found only on Parable.com or in Parable stores,” Badger says. “Another really exciting feature allows anyone to actually check the stock of his local Parable store in real-time.” Because of the company’s online presence, it has been able to reach people all over the world. “We also are blessed to be here on the Central Coast, where tourists from all over the world regularly come through our doors,” Badger says. “We primarily market through direct-mail catalogs, but we also advertise on local television and radio every 12 CHRISTIAN ENTERTAINMENT REVIEW / SEPTEMBER 2007 http://Parable.com

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Contents News Commentary TV DVD Reviews Pipeline Research Top 20 DVD Sellers Top 20 Rentals and Top 10 Charts Just Announced Christian Entertainment Review

Home Media Magazine - September 16-22, 2007

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