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Christian retailers embrace
the power of data

(January 4, 2018) – With retail data analytics emerging as a key tool to boost business and profits, Christian retailers widely embraced the technology in 2017. The Parable Group, a leading marketing agency and CBA’s exclusive data collection partner, announced that an astounding 80% of the 367 stores they serve participate in data.

The Parable Group now collects and monitors retail sales information from 290 Christian retailers (including Covenant, Munce, Logos and Parable stores), church stores, Catholic stores, and unaffiliated stores across the US and Canada.

“It’s an exciting time for Christian retailers—technology and retail data analytics initiatives are generating real value that translates into increased customer loyalty, a better customer experience and higher revenue,” said Erik Ernstrom, Manager of Business Intelligence for The Parable Group.

The Parable Group data service is designed to meet retailers’ specific competitive data needs. Some participating retailers view data analytics, graphs and reports on ParableConnect daily—to monitor sales by category, identify trends, better target customers, improve stock-turn and stock management, and increase profit. Other participating retailers, just starting out on their data journey, utilize the free Cross:Scan bestsellers lists to improve inventory.

“We’re encouraged to see the number of stores participating in data programs continue to increase—everything from Get It Local Today, to Cross:Scan, to wanting help with their catalog mailings. As our industry continues to come together, we can only get stronger,” said Ernstrom.

The Parable Group is a privately owned multi-service Christian marketing agency based in San Luis Obispo, CA. Since 1985, we’ve served over 1,000 Christian brands; including retailers, publishers, churches, non-profits, film studios and more. Today, we pair decades of Christian consumer data with proven business practices, cutting-edge digital technologies, and thoughtful design to drive measurable results for those we serve. As CBA’s exclusive data warehouse partner, we also safeguard Cross:Scan data to help unite and improve the Christian products industry. For more information, contact or visit

Contact: Sally Ross
tel. (805) 329-4020