Army and Air Force Exchanges listen, react

  • Published
  • Army & Air Force Exchange Service Public Affairs
DALLAS --  Improved stock assortments, a revamped customer comment program and a focus on social media are just a few ways Army and Air Force Exchanges are listening and adjusting to military shoppers' needs.

In an effort to meet a continuing demand for more of the best brands at the best prices, AAFES has rolled out products from Vera Bradley, Coach Store in Store and Victoria's Secret Pink.  Upcoming rollouts include Ladies Izod and Lauren-Ralph Lauren SIS concepts.

In addition to the increase in selection, AAFES developed an internal system to better assist associates in determining demographic factors when procuring fashion merchandise.

A web-based learning course has also been created to aid in the merchandising of fashion goods and customer service.

"We're continually adjusting the stock assortment to ensure we have what military shoppers want and need," said the AAFES Senior Enlisted Advisor Chief Jeffry Helm. "At the same time, we are reaching out to the military community to find out what they'd like to see more of and what they want less of."

Customer feedback continues to be instrumental in allowing the exchange to better serve military consumers and improve their overall shopping experience.

The Customer Comment program, for example, was recently redesigned for 2010 to include postage-paid comment cards as well as new signing and fixtures to make it easier for military shoppers to provide input to exchange managers.

Customer comment cards that encourage shoppers to see local managers for on-the-spot corrections or to submit a comment online at shopmyexchange.com , through an 800 number or by mail are available at all Army and Air Force Exchange locations.

"By placing a greater emphasis on these customer feedback initiatives, we have nearly doubled the amount of customer comments from this time one year ago," said Chief Helm. "As a result, this invaluable feedback is helping direct efforts towards delivering a stronger benefit."

Beyond one-on-one communication, the Exchange is continually engaged in public conversations with military shoppers through social media channels such as Facebook and Twitter. In fact, an expressed interest in extended savings opportunities in these venues prompted the creation of a recently launched program that makes coupons exclusively available through the Exchange's Facebook page.