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Those unfamiliar with the everyday specifics of military life assume the men and women of the U.S. Armed Forces have no choice but to forgo the American luxuries most take for granted and accept as substitutes meager rations of government-subsidized dehydrated food and generic toiletry items. This is not true. 

History proves that wherever armies travel, merchants and traders are never far behind. Roving peddlers followed the Roman legions on their conquests, and even ancient Egyptian armies had their choice of vendors. In America, this system has been traced as far back as the French and Indian Wars of 1689 to 1763. During the Revolutionary War, civil traders supplied General George Washington’s army with blankets, knives, liquor, tobacco and other provisions in exchange for sales commissions. 

Known as “sutlers,” these traveling entrepreneurs would set up tents at military posts to sell food, beverages and merchandise to the troops, often serving as a place for recreation and entertainment. More than two centuries later, a similar – albeit much more sophisticated system – still exists.

Serving Troops Worldwide

Formerly established in 1895 by the War Department, the Army and Air Force Exchange Services (AAFES) provides authorized patrons with merchandize and services, and generates non-appropriated fund earnings as a supplemental source of funding for military morale, welfare and recreation programs. 

Based in Dallas, the organization is overseen by a board of directors that reports to the secretaries of the Army and the Air Force through the service chiefs of staff. Generating more than $8.6 billion in revenue each year, AAFES operates 1,442 stores, which not only include retail outlets, but also restaurants, movie theaters, dry cleaners and barber shops – any service a person enlisted in the military would visit in their hometowns if they were still there. 

The organization has facilities in every U.S. state and more than 30 countries, including Iraq and Afghanistan. It also operates an extensive online store at www.shopmyexchange.com, which offers more than 18 million products ranging from clothes, jewelry and cosmetics to baby toys, bicycles, laptops and Energy Star-rated home appliances.

Unveiling the New Exchange

In honor of its 115th anniversary this year, AAFES recently unveiled a new branding initiative, which includes an updated look and improved shopping experience for its customers, COO Michael P. Howard says. 

The first new Exchange store was launched at Tinker Air Force Base in Oklahoma. From floors to décor, the prototype facility underwent a significant transformation, with up to 100 construction workers working around the clock for 116 days to complete the renovation in time for its Sept. 17 opening.

“After gathering feedback from customers and leaders, we put a lot of energy and resources behind the branding initiative,” Howard says. 

“We knew it was time to rebrand the organization and build on its strengths,” he explains. “A fresh, updated shopping experience will be provided for all the things our customers need to outfit themselves and their family’s unique lifestyle. We are combining lively colors and lifestyle imagery, bold shop design statements, polished floors and a new way to navigate through the store.”

The Entry Zone at the front of the store introduces the customer to the Exchange’s three key zones: Home, Life and Style. “Each presents collections of merchandise for every aspect of our customers’ military lifestyles, while the unique V-aisle layout is designed to invite customers toward the key lifestyle destinations of PowerZone and the BeFit activewear department in the rear corners of the store,” Howard explains “Clean, open aisles will allow customers to move freely through the store and focus on the well-organized merchandise presented in each department.”

PowerZone, the Exchange’s new electronics department, features a bold yellow-and-black color scheme and logo, a sweeping ceiling ellipse and large lifestyle graphics, as well as an HDTV wall, an action-oriented gaming POD and a counter where customers can “Ask an Expert” – a theme that is reinforced throughout the store. BeFit fuses athletic apparel, footwear, fitness equipment and nutrition into one convenient location with a giant overhead ellipse, mobile feature walls and a bright orange fitness POD.

In the jewelry department, a new “Cherish” fine jewelry case is encased in deep, rich wood tone finish and anchored by an overhead arch frame and LED track lighting. It includes an engagement diamond bar at which customers may sit down and peruse through an elaborate diamond selection.

A full range of fashion apparel for each member of the family are presented in individual style shops adorned with vibrant, updated lifestyle graphics, and an updated beauty bar features individual cosmetic brand zones. 

The furniture department is anchored with a centerpiece model showroom space displaying the latest in home décor, Howard says. 

“One of the most significant changes to the store is the moving of customer service to the very front of the store, with a new look for this area that is bright and friendly, and reinforces the Exchange brand and mission,” he notes.

“A menu of customer services is clearly communicated on a red wall panel. An adjacent consultation desk is available for a sit-down interaction with customers. In addition, the checkout area features all new carousel bagging stations for quick service, and the boldly colored, branded exit wall reinforces the Exchange’s mission and customer appreciation. That’s what the branding initiative is really all about.”

After applying a ‘lessons learned’ approach from this prototype store, Howard says AAFES will apply the branded concepts to Travis Air Force Base in California and Fort Bragg in North Carolina in mid-2011. 

“Based on our current image upgrade and new construction schedules, we expect to begin applying components worldwide in 2012,” he adds. “The expectations for customer reactions are positive, welcoming and most appreciative.”