April 13, 2011, 9:57 AM

Army & Air Force Exchange raises the colors on a redesigned web site

The new design features better navigation and speedier shopping.

Mark Brohan

Research Director

Lead Photo

It was a year in the making, but the Army & Air Force Exchange Service, which sells online and manages stores, also called post exchanges, at 162 military bases around the world has a retooled e-commerce site.

The newly redesigned ShopMyExchange.com features bigger graphics, blogs, links to social media sites such as Facebook and enhanced navigation. The site also offers a streamlined log-in and checkout process for returning shoppers.

The Army & Air Force Exchange Service, which posted web sales of $188.6 million in 2010, redesigned its e-commerce site to provide members of the military and their dependents faster ways to shop online or access incentives such as digital coupons and daily web-only sales. “We were after a redesign that would improve the integration of our store, catalog and web operation,” says AAFES e-commerce marketing manager Jon Leines.

The web site makeover project also included developing more universal templates that made it easier to redesign about 1,750 product and content pages, says Leines. Most of the work was done in-house, but with some assistance from Chute Gerdeman, a retail branding consulting firm based in Columbus, OH, and Mosaic Ltd, a marketing communications firm headquartered in St. Louis.

The redesigned web site also has been enhanced with more exclusive offers and an updated mobile commerce site which now features customer product ratings and review.

“The new design is part of a broader brand retooling exercise we are conducting,” says Leines. “We wanted a new look and feel to all of the pages along with enhanced site architecture and easier navigation.”

Army & Air Force Exchange Service is No. 75 in the Internet Retailer Top 500.  

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