Retail Food Team Heats Up In-Store Traffic With ‘Never Stop Summering’ Promotion
Anticipating an increase in foot traffic as COVID restrictions eased, the Exchange’s Retail Food team in Consumables, which runs a confection-and-snacks promotion every summer, looked for something special for 2021.
“Our goal is to try to bring back a sense of normalcy and fun to our stores” said David Arens, Divisional Merchandise Manager, Retail Food.
James Blalack, Customer Experience supervisor at the Fort Campbell Exchange, poses at the Mars Wrigley “Never Stop Summering” display. The promotion runs through July 31.
Mars Wrigley developed this year’s promotion, “Never Stop Summering.” The promotion is two-pronged: Enjoying summer with family and friends and then summer travel.
The promotion is occurring in two waves. The first wave began May 1 and centers on at-home activities such as parties and backyard barbecues. The second wave began June 1 and highlights on the go activities such as road trips or going to the beach. Both promotions run through July 31.
The contest aspect is designed to draw repeat traffic to Exchange stores.
“The more products you buy, the more entries you get and the more badges and prizes you earn,” Arens said.
The promotion is available at Exchange stores worldwide. Look for the large yellow M&M cutout doing some backyard grilling next to a display of Mars Wrigley products. The display includes a spot where customers can pose for social-media-friendly photos, using the hashtag #neverstopsummering.
Mars Wrigley presented the promotion at a monthly joint military resale meeting that Arens leads with the Navy Exchange Service Command, Marine Corps Community Services, Coast Guard Exchange and Defense Commissary Agency.
Teammates who worked on the promotion include: Vicki Venables (Seasonal Candy Buyer), Heather Key (Candy Buyer) Dragana Ilic (Snack Buyer) and Jacy Bartlett (Frozen Food and Ice Cream Buyer).
Consumables has some other great promotions planned for the summer including Chill Fest, where all dispensed beverages are on sale for 79 cents from June through August and National Ice Cream Month in July which will feature an assortment of ice cream all month long.
“To top things off we will be celebrating our 126th anniversary in July with items on sale $1.26 all month long” Arens said.
