Exchanges, commissaries brainstorm ideas for more joint sales events, promotions to bolster military resale benefit

Exchanges, commissaries brainstorm ideas for more joint sales events, promotions to bolster military resale benefit

Exchange and commissary shoppers will see more opportunities to save on the installation as military resale officials continue planning more joint sales.

Sharing ideas on improving on-base shopping benefits was the centerpiece of discussion for senior marketing representatives from the Army and Air Force Exchange Service (AAFES), the Defense Commissary Agency (DeCA), Coast Guard Exchange (CGX) the Marine Corps Exchange (MCX), and the Navy Exchange Service Command (NEXCOM) in an annual meeting hosted by DeCA, Feb. 12-13, at Fort Lee, Virginia.

This marketing conference came less than two weeks after the military resale chief executive officers signed a joint purchasing alliance agreement to maximize resale’s combined buying power for items sold by two or more of the organizations.

These collaborative events have become the norm for exchanges, commissaries and their industry partners as they “work together to create events and promotions to drive military families back to the installation and improve their quality of life,” said Ana Middleton, president and chief marketing officer for AAFES.

“We had phenomenal success through seven collaborative events during 2018,” she said.

“The military resale community is working on continuing the excitement during 2019. Our cross-agency working groups meet several times a month to plan promotions, bringing the best of what we have to offer to the military community.”

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