Parable Member Benefits Brochure

Member Benefits

A Love for Ministry

A Mind for Business

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This year The Parable Group celebrates 25 years in business. It all started in 1985 with a simple flyer we created to let customers know about the life-changing products in one local independent store. It impressed a fellow independent storeowner so much, he asked us to print a few for his customers. The idea of an independent store alliance was born and the rest is...Parable history.

Our Mission: To resoundingly impact the Kingdom of God by leading and equipping a team of Christian retail ministries to be successful, sought after havens of Christ’s love.

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Multi-Channel Marketing Parable offers all the pieces to build a comprehensive marketing strategy for the entire year by combining print advertising and in-store merchandising. Parable promotions are the highest quality and feature the best product selection.

Print Catalogs and flyers: Our catalogs and flyers are the cornerstone of building a successful promotion strategy. They are designed to drive customers into your store and have had response rates as high as 22% in 2009.

2010 April Catalog

2010 June Flyer

Less Product, More Focus: Over the last 3 years, the number of promoted products in Parable catalogs and flyers has decreased. This allows for easier ordering, less financial investment over a variety of products and more focus on the bestsellers. You also receive more margin when buying direct from the publisher.

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New Customer Postcard: Getting first-time shoppers to return to your store quickly is the first step in developing a loyal customer base. A first-time shopper is added to your mailing list, which triggers a “thank you� postcard to be sent with a coupon, encouraging a return visit.

New Customer Postcard

Print Mailing Strategy Segmented Customer Mailing: Family, Friends and Guests is a statistically based, easy-to-understand strategy customized for your store. Through analysis of customers’ purchases, we have developed contact strategies. With this knowledge, you can know exactly how to mail to those who are most likely to respond. Moreover, our mailing strategies are designed to build, pace and maintain a relationship with your customers. Frequency of mailings is based on categorization of customers as Family, Friends and Guests (see diagram).

Our recommended contact strategy: Family (best customers): 12 or more times annually Friends (good customers): 4 to 6 times annually Guests (occasional customers): 1 to 2 times annually

35% of customers 80% of sales

15% of customers 10% of sales

50% of customers 10% of sales

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In-Store Merchandising Kits: When customers come into your store, they want to know what’s new, what’s hot and what’s on sale. Merchandising kits that coordinate with the print promotions are provided to you and work as a “silent salesperson.” From endcap backer cards to counter features, window posters to tabletop signs, our kits include everything needed to create an exciting experience in your store.

In-store Merchandising

Events: Several promotions each year include in-store events such as the Outrageous Sale or Private Sale.

These professionally planned events are easy to implement and are exciting for your customers. Be sure you’re part of every Parable event!

A successful in-store event

Info-On-Hold: One out of five callers purchase items they hear about while on-hold. More than 80% of callers say they prefer an on-hold message compared to music or silence*. Info-on-hold is a recorded phone message highlighting four new products and more. Each product receives a 30-second professionally recorded and produced message that your customers hear when they are put on hold. *Jay Conrad Levinson, “Guerilla Marketing”

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Multi-Channel Marketing Campaign for June Flyer

Flyer Cover

Flyer Interior

In-store Endcap

In-store Tabletop Sign

In-store Window Poster

In-store Counter Mat

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Operations

We offer our stores a variety of services to make the execution of every promotion seamless, professional and simple.

MemberNET: Our private website for Parable stores provides vital information 24/7. Your unique homepage features a Dashboard where you can easily access the most important information.

MemberNET is home to purchase orders, new customer counts, inventory help, catalog response rates and much more.

MemberNET Dashboard

Training at Parable: A wealth of Christian retail knowledge is available on TrainingAtParable.com. We offer training specific to frontliners, managers and storeowners — there are classes for everyone.

Online technology allows students to take courses any time it is convenient for them. Course presentations range from PowerPoints to full motion video and animations to engage trainees.

Training at Parable Website

Communications: We regularly interact with our stores via weekly newsletters and monthly webinars in order to inform, train and fellowship with them. In addition, our customer service department is available to help answer any questions you might have about your business and our services.

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A Love for Ministry...A Mind for Business Christian retail requires both a love for ministry and a mind for business. With professional solutions in the key areas of marketing, merchandising and operations, working with Parable can help you succeed.

Ask us how we can partner together to use these valuable tools to make your business even better.

For more information contact:

Parable Membership Coordinator (800) 366-6031 info@parable.com

3563 Empleo St. • San Luis Obispo, CA 93401 (800) 366-6031 www.parablegroup.com Š2010 The Parable Group

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