AAFES.com issues marching orders for web campaign
Using feedback and analysis gathered by consulting firm Retail Forward, Army & Air Force Exchange Service is issuing new marching orders for its e-commerce channel.
Retail Forward’s analysis of AAFES.com found that customers most often visit the web site to take advantage of weekly specials, download coupons and sign up for other online offers. As a result, AAFES, the organization that supplies and operates the U.S. military’s PX system, is making substantial upgrades. For example, AAFES is reorganizing its departments and shopping categories to make it easier to find merchandise as well as improving site search.
Other improvements include making product pages easier to maneuver and creating a new look for Centric Mall, an online shopping portal used by members of the military and their dependents. “A refresh of the web site will be crucial,” says Mike Westphal, senior vice president of marketing. “Customers are not only looking for an easier and quicker way to shop; they also want the experience to be personalized and engaging.”
Along with improved site features, AFFES, No. 60 in the Internet Retailer Top 400 Guide to Retail Web Sites, is adding more merchandise in different lines such as consumer electronics, fine jewelry, major appliances, outdoor living and sporting goods. AAFES, which operates a network of 161 post exchanges and 15 different catalogs, is retooling its e-commerce and multi-channel strategy to compete with other retailers who also are targeting military families as a consumer sales channel.
To promote AAFES.com, the organization is targeting a number of new marketing initiatives. AAFES is building about three dozen links on key product pages that take shoppers to different online promotions and specials. AAFES also is using conventional marketing programs such as bag stuffers that advertise AAFES.com and featuring AAFES.com in its weekly flyers. “AAFES has planned and will execute an extensive promotion program to target those customers looking for special buys and promotions,” Westphal says.
The new technology and marketing programs are paying dividends. In 2005 AAFES posted web sales of $162.2 million, an increase of 28.8% from e-commerce sales of $126.2 million in 2004.
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