By Teri Ong
Something very unexpected came in the mail this week– a Montgomery Ward mail order catalog. The brick-and-mortar Montgomery Ward store at the Greeley Mall closed its doors about 20 years ago. I didn’t know the company was still in existence. Back in the day, Wards, Sears, and Penney’s sent out two enormous seasonal catalogs, plus the famous Christmas “wish books.” The only one of the “big three” left at our mall is J.C. Penney. Sears shut down a year or two ago. Every week it seems that some retail icon is down-sizing, re-organizing, consolidating, or quitting. But every time I drive west on U.S. 34 towards Loveland, I see signs that say, “Coming soon! New Retail Space.” How does that make sense?
In the last 10 years there has been a seismic upheaval in how people buy things. People are still buying things in record numbers, but not in the way my parents did their shopping, or even in the way I have always done my shopping. Algorithmic curators now decide what things you might be interested in, your smart phone pings, and your latest personalized “must have” flashes before your eyes. With one click, it can be sent to your door within a day or two. Or you can stop by your local outlet and pick it up pre-paid from a numbered locker within an hour or two.
I just read about a new technology being developed that will mean the end of traditional sizing in clothes. People will just take photos of pertinent body parts that will be analyzed with special biometrics, which will be digitally converted into custom-sized clothing. Not only will that be the death knell for racks of S-M-L tagged clothing in brick and mortar locations, I’m afraid it will mean the end for my favorite label as well– “Goodwill”– unless we find out that “custom” is not all that “custom.”
On-line shopping has been growing exponentially. And why not? The generation doing the largest volume of buying has been raised with computer technology. If adaptive evolution is true, babies should be “all thumbs” in a couple generations. Old goops like me are the only ones who get most of their weekly steps in while pushing a cart. Some of us even pay cash.
One business prognosticator, however, is predicting that site-based retail is going to experience a resurgence of popularity. The word “resurgence” caught my eye because I have been thinking about the concept of revitalization lately, especially as it relates to evangelical churches. I read on to see what factors could revitalize shopping centers.
Anita Balchandani, a London-based consultant to the fashion industry, admits that on-line shopping will overtake “live-action” shopping. She theorizes that high-end stores will work at creating “real-life retail experiences worth leaving your laptop for.” Retailers will have to make their spaces more exciting. They will have to offer one-on-one appointment shopping and styling. They will have to fill their spaces with exciting artworks. Customers will be invited to meet-and-greet events with designers. “And never underestimate the lure of booze.” Customers in some stores can now order cocktails as part of the shopping experience.
Usually the evangelical church is about three steps behind the world, and chasing it hard. In this instance, the church led the way in virtual religious shopping. They were the first ones to put “church” on the radio and television, so you could pick and choose in your jammies and have your service delivered right to your living room. Now you can also find any religious offering that suits your personal tastes and sensibilities on youtube or myriads of podcasts.
“Live-action” churches, like “live-action” retail stores, seem to be dying on the altars of personalization, customization, and convenience. Like those who are trying to regenerate on-site shopping, there are Christian leaders who want to try the same methods to regenerate and revitalize local churches. We know personally about churches that have tried to make their space more exciting with laser light shows and Christian comedians. One church put a rock band on the roof and had a “Christian mosh pit” back when “mosh pits” were in. Some offer meet-and-greets with Christian celebrities and pop stars. Some have tried the one-on-one approach with self-serve communion stations. One pastor we know of in Colorado recommended marijuana to a stressed out mom to meet her personal needs. And as for the lure of booze, one church a couple blocks from ours makes their own custom homebrew beer. Some of the denominational folks offer upscale wine tastings.
Poet Ogden Nash observed that in America “all that glitters is sold as gold.” As long as we act like we believe the Gospel is something to be sold, we will be tempted to sprinkle on as much humanistic glitter as we can so we can lure people in to our “live-action” churches. Too many evangelicals give lip service to the “beauty of the Gospel,” while trying to smear it with gaudy cosmetics (from the Greek word for “world”).
We need to heed Christ’s words to the self-sufficient and self-satisfied church in Laodicea. He told them exactly what they needed for real sustainability.
17 ‘Because you say, “I am rich, and have become wealthy, and have need of nothing,” and you do not know that you are wretched and miserable and poor and blind and naked, 18 I advise you to buy from Me gold refined by fire so that you may become rich, and white garments so that you may clothe yourself, and that the shame of your nakedness will not be revealed; and eye salve to anoint your eyes so that you may see. 19 ‘Those whom I love, I reprove and discipline; therefore be zealous and repent. (Rev. 3:17-19 NASB)
Glitter is worthless. Gold refined by divine fire is what we need for true revitalization; but for many, it may be too hot to sell.
References:
*Home Shopping Network
Zarrella, Katharine K. “The Return to Real Shopping” Wall Street Journal. Saturday/Sunday, January 18-19, 2020, D1, column 2.
Nash, Ogden. “Look What You Did, Christopher!” (Poem)
