Contact: Sally Ross
Tel. (805) 543-2644 x590 Email:

(January 9, 2013) – Parable unveils new upgrades to their online consumer retail store, which serves as the ecommerce site for 26 brick and mortar retail locations nationwide. A homepage redesign, selection of 17,000 eBooks, and improved search mechanisms were added earlier in 2012, and in recent months improvements include a ‘Pick Up In Store’ feature, Parable Christian Stores Gift Cards which can be redeemed in a number of Parable stores or online, and free mobile apps for consumers on a variety of devices–iPhones/iPads, Droids and Kindle Fire.

Consumer research shows that shoppers are increasingly looking for product information online before buying, which makes product information crucial. The homepage redesign, upgraded search functionality and ‘Pick Up In Store’ feature on are easy to use and create a comprehensive, enjoyable and interactive experience for online shoppers.

The “Pick Up In Store” feature enhances the existing “Get it Now” information box which has been providing online shoppers visiting an exact item count at their local store, along with the local phone number since it launched in 2007. Shoppers can now simply place an order for pick up in store through the website.

“Instant customer access to local store stocking levels has helped drive traffic to stores for several years, and our new Pick Up In Store feature has further helped increase local purchases this Christmas season,” comments Parable CEO Steve Potratz.

In addition, Parable Christian Stores Gift Cards are being offered online and in a number of retail stores. Customers can redeem Parable Christian Stores Gift Cards both online and in several Parable brick and mortar retail locations. The program is set to roll out to all Parable retail locations as stores install their next big update from Bookstore Manager.

“We’re making it easy for family and friends who may be spread out across the country to still keep their gift purchases local. Grandma can purchase a gift card from her local Parable store, then either send that card, or email the number to her grandson anywhere in the country. He can then redeem that card in his local


Parable store, or on where the local store gets credit for the sale,” notes Erik Ernstrom, Manager of Business Development.

Further enhancements on include the addition of free mobile apps featured on the homepage. 8,500 mobile apps were downloaded by consumers since the launched in fall 2012. “With the rising popularity and adoption of smartphones and tablets, we decided to reach our online customers through their device and provide a useful tool connecting them to the Word,” comments Sally Ross, Marketing Strategist. “Our Bible Apps have been widely received and have helped brand us to consumers in the mobile market.”

In fact, 4th quarter mobile and tablet traffic on was up 78.73% over 2011, and online transactions made with mobile devices quadrupled during the Christmas season compared to the previous year.

With all these new features, Parable aims to build long-term relationships with their customers by creating an atmosphere of trust in the shopping experience both online and in local Parable franchise stores.


The Parable Group, Inc. is a leading retail services provider specializing in print and digital marketing for independent Christian stores. For over 25 years Parable has continued to help independent stores buy, promote and sell products using data, technology and marketing expertise in the Christian market. For more information, contact Sally Ross ( or visit The Parable Group is based in San Luis Obispo, CA.