Exchange malls are getting a fresh look – and, in some cases, new store names - with updated brand standards that will begin rolling out in 2019.
New logos, graphics and storefront signing, along with polished concrete floors, refreshed kiosks and lighting fixtures, will make Exchange barbershops; optical centers; hair and nail salons; dry cleaners and other mall services pop with excitement.
“The goal of launching the new Services brands is to convey consistent quality, credibility and value in our shopping centers and outlying concession operations. It is all about the customer,” said Denise Gumbert, director of Services and Vending. “As military families move from place to place, they can confidently visit the Exchange anywhere and know they are buying the best services and products from the best.”
Enhancing shopping experience
These upgrades will enhance the shopping experience and keep the Exchange aligned with industry standards. Examples of some of the upgrades include:
- The Hair Studio (formerly Stylique Salon) will have a redesigned logo, core signage and graphics; updated primary and accent wall colors; along with contemporary lifestyle photos
- The Barber Shop will retain its name but will feature updated flooring, vintage sepia-toned military photos and refreshed logos.
- The Nail Studio (formerly Simply Perfect Nail Salon) will have restyled logos and exterior signage, along with bold new typefaces, color palettes, imagery and visuals that will create a relaxing tips-to-toes experience.
- The Cleaners’ redesigned logo, signage and graphic elements signal to customers with confidence that they will receive quick, quality cleaning services at reasonable prices.
- Petals and Blooms renewed décor will focus on iconic floral images on modern looking chalkboard backgrounds. Wall messaging supports occasions for giving flowers – “Make someone smile today”…“We can help you create your perfect wedding”… “Give thanks with an autumn arrangement.”
- Stripes: The Alterations Place employs patriotic colors, themes and wall messaging to inspire trust in handling projects from military uniforms to civilian items, while underlining the standards of quality, convenience and value.
“As military families move from place to place, they can confidently visit the Exchange anywhere and know they are buying the best services and products from the best.”
-Denise Gumbert, director, Services and Vending
Region staff and GMs, along with services business, procurement, and project managers, facility maintenance offices, and visual merchandisers reviewed the new standards in 2018 at five Exchange test sites— Fort Benning, Fort Huachuca, Wright-Patterson AFB, Scott AFB and Camp Humphreys.
“Our intent is not to replace all concession suites at one time,” Gumbert said. “The renovations will launch in phases to Exchange malls during the next five years as contracts expire or image upgrades and projects are completed on our concessions businesses. This helps minimize expense and provides GMs and SBMs a refreshed image as they generate interest in our malls for new concepts and increase customer engagement.”
What malls are first?
Exchange malls at KMCC, Vicenza, Joint Base Andrews, Kadena AB, Hurlburt Field and Los Angeles, Peterson, MacDill and Edwards AFBs will be among the first to see upgrades in 2019.
“It’s important that our branding reflects the broad changes that are taking place in retail,” Gumbert said. “Our new standards will help Exchange Services brands stay current, increase vitality in our malls and encourage customers to select us as their first choice for their needs.”
Speaking of barber shops, check out how this World War II Exchange barber served U.S. troops in Tunisia and this Exchange barber gave a U.S. Soldier a tight trim during the Vietnam War. Both pictures are among 700 photos, complete with text, in the searchable, downloadable Exchange History Flickr album.