Express Seminar Kicks Off With a Big Thank You and a Convenient Update on 2022 Initiatives
For the first time in nearly three years, the Exchange’s Express managers and other worldwide leaders are gathering this week in Orlando, Fla., to learn about the products and innovations that will drive traffic for shoppers seeking quick convenience.
“We’re so excited to be back together,” said Consumables Vice President Martha Robuck. “This is the first time the Exchange has hosted a live event since 2019.”
Robuck kicked off the seminar with an overview of the week. But first, she said a “huge thank you” to the managers and associates who have kept their stores running during the pandemic.
“We saw base closures, operational changes and, of course, uncertainty, yet you were there to ensure our Soldiers, Airmen and Guardians were taken care of,” Robuck said. “Your dedication and passion for serving those who serve set the high bar.”
Vice President of Consumables Martha Robuck kicks off the Exchange’s 2022 Express seminar.
Robuck wasn’t the only one saying thanks: Hollywood stars Dwayne “The Rock” Johnson and Jamie Foxx each sent a “thank you” video as well.
Among the week’s topics is “building your basket,” or getting customers to pick up additional items through cross-merchandising. “We’re asking what we can do to encourage shoppers to get everything on their list at the Express,” Robuck said. “If they come into get water after PT, what are we doing to get them a Power Bar with the water? Building the basket underscores the relevancy of on-installation convenience options.
Managers were also urged to encourage shoppers to stock up on weekend snacks and beverages, and make return visits during the day. Quick-serve restaurants (QSRs) such as Hunt Brothers Pizza and Chopz are key to bringing service members and their families back to the Express, Robuck said.
“We want the best customers in the world to have the very best options for breakfast, lunch, dinner, mid-morning/afternoon snacks and weekend needs,” she said. “Offering a superior experience, from food to merchandising, is a must.”
The Exchange has almost 90 QSRs, including 15 that opened in 2021, when QSRs accounted for $22.2 million in sales. Twenty more are expected to open in 2022.
Robuck also gave an update on self-checkout, which began rolling out the week of April 18 at Fort Benning, including at the Express. More than 80 Exchanges are expected to offer self-checkout by the end of 2022, with two to three self-checkout lanes at Expresses and four to six at larger main stores.
“If they were hesitant to stop into the Express, especially during peak times, they can now get what they need faster,” Robuck said.
Other areas of focus include sports nutrition, which saw 31% growth in 2021 over 2020; lower- sugar candy; and Snack Avenue, which has been seeing growth in mid-morning and -afternoon snacking assortments.
“We see delivery as the next step to offer greater convenience to the communities we are privilege to serve,” Robuck said. “We can fill their pizza, salad, wraps, snacks or beverage needs without them leaving their barracks or housing.”
During the week, Express managers will also meet with vendors, learn about new marketing promotions, such as geofencing and social media polls, find out about new snack and beverage items (including Tyson chicken sandwiches, new Monster Energy flavors, cinnamon roll flavored Tornados and much more) and hear about plans for image upgrades at Expresses.
The seminar will also feature such fun elements as a photo booth on Wednesday celebrating Star Wars Day, as in “May the Fourth Be With You,” and a Cinco de Mayo photo booth on Thursday. Follow the Exchange on Flickr to see photos from the seminar.
Robuck stressed that the seminar isn’t just a learning opportunity—it’s an opportunity for managers to share what they’ve learned.
“If you are here this week, we expect you to gain all the knowledge you can from our presentations and vendor educational rotations to share with your teams,” she said. “Our vendors are an incredible resource, and they are here this week to share product information, selling tips, and cross merchandising ideas to make our Expresses even better.”
Keep up with the Express Seminar!
Associates can follow the excitement all week long on the Exchange’s associate-focused social media channels on Twitter and Instagram.
Don’t forget to visit the Flickr album!
