DALLAS (Army News Service, Feb. 1, 2011) -- The Army & Air Force Exchange Service is planning a host of initiatives for the upcoming year to include more concept shops, beauty bars and PowerZone electronics.
The popularity of concept shops continues to grow as 42 were opened on Army and Air Force installations in 2010. Based on the success of shops such as Izod, Michael Kors, Lauren Ralph Lauren, Vera Bradley and Pink by Victoria's Secret's, more than 20 additional concept shops are scheduled to open this year, giving military shoppers even more options to exercise their Exchange benefit.
On the health and beauty side, the Exchange plans to continue the expansion of its "Beauty Bar" concept. Featuring on-site makeup artists and skin care consultants, Beauty Bars include innovative brands of prestige cosmetics to meet the needs of young women ages 18-28 and women with darker skin tones.
With 23 locations opened since its 2009 launch, an additional 16 Beauty Bars are coming to Army and Air Force Exchanges in 2011. The men's "Grooming Bar," which features shaving and skin-care products, will also continue expanding this year after the successful roll out of six locations in 2010.
The Exchange is expanding its toning/shape-up shoe category as well. AAFES added Fila and Reebok last year to bring the total to four brands offered in the category. Nike will be added to the stock assortment in 2011 along with toning flip-flops and sandals.
The days of the simple electronics counter are no more as the Exchange's PowerZones continue to evolve. 2011 will see the introduction and expansion of new products and consumer technologies to include iPads, computer tablets, netbooks, eReaders and their accessories.
Finally, two successful initiatives that help military shoppers save through social media sites will enjoy high visibility in 2011. Shoppers who follow the Exchange's Facebook page at "AAFES, Your Military BX/PX" and those who have opted-in to the Mobile Marketing program by texting "EXCHANGE" to 95613 will continue to receive coupons through those venues.
For 2011, coupons on diapers, toiletries, household cleaning products, paper products and snacks are just a few of the offers coming to users' "walls" and phones. The Price Cut program offers frequently purchased items offered at a lower price for a limited time. While a majority of these products include health and beauty care, more snacking items and candies will be added in 2011.
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