LifeWay Christian Stores are getting a shakeup, with more of an emphasis on them as a place to “connect, learn, and grow.” Eric Geiger, LifeWay’s senior VP and chief business officer, told trustees recently: “We have to change the way people see a LifeWay store. It can no longer be a place you go to buy things, because you don’t need to go to a store to buy things anymore. LifeWay Stores must be a place you go to learn, to experience, to connect to people, and to discover resources.”

Geiger describes the two approaches to the changes LifeWay is undergoing as vertical integration, which brings the product creation and store curation teams for each audience together under one team; and brick-and-mortar transformation, which allows for simultaneous concept and strategy testing at multiple locations.

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