More, Healthier Options for On-The-Go Customers
Growing the Express means bringing more and healthier options for on-the-go customers.
New store concepts, signing and graphics will change the look and feel of the Expresses and improve the customer experience. Focus is on trip need, ease of shopping and increasing the basket.
“The BE FIT program will take center stage,” said David Arens, divisional merchandise manager. “The BE FIT endcap is the first endcap you see as you walk into the Express.”
The endcap is updated each month with fresh, new items, while also featuring the core items approved for BE FIT carried in our Express stores every day.
Sales increase
A Soldier at Fort Hood, Texas, looks for a better-for-you meal at the Express.
BE FIT items increased sales by 11 percent compared to last year and represents 15 percent of sales in retail food.
Although many Soldiers and Airmen don’t live on the installations and are less likely to shop regularly at the main store, they do work many hours a week on base. The Express stores offer grab-and-go quick meals, drinks, snacks, and even gas.
“Better-for-you is a growing trend in snacking and convenience,” said Melissa Kitchen, lead buyer who coordinates and plans the BE FIT endcaps. “The desire to improve their overall health and well-being is prompting many Americans to be more selective when it comes to the foods they eat, including baked goods and snacks.”
The convenience channel teams are focused on providing Express customers with the food and beverages they want. Today’s customers want more products that fall into our BE FIT and better-for-you categories, so we are bringing them more options as quickly as we can.
— Sean Shaw, vice president of Convenience Channel Merchandising
Consumers are now scrutinizing labels for unpronounceable ingredients, artificial flavors and colors, GMOs and high levels of sweeteners, fats and sodium.
An Express endcap stocked with better-for-you choices.
The top three better-for-you options in the Expresses are bananas and Smart Water’s one-liter and 23.7-ounce bottles.
Eye-catching graphics
Within the next few months, customers and associates can expect to see new BE FIT endcaps with eye-catching graphics and more fresh, healthier options. The team is working with suppliers to stock a wide selection of fresh salads, fresh-cut fruit, seasonal fruit and similar options.
“We are very happy with how the things are going with our initiatives,” Arens said. “Our customers have seen plenty of changes in our Express stores and will see more changes at a rapid pace within the coming months.”
