|New exchange experience begins at Tinker
History is in the making at Tinker AFB as yesterday's BX becomes today's "Exchange" with a new look and an improved shopping experience.
The layout of the facility is a dramatic, new approach to the exchange benefit as the store is divided into three major merchandise worlds — Home, Life and Style. The customer service section has been moved to the front of the store to offer expert service immediately upon entry. Additionally, compelling shops and destinations have been created to fit the active lifestyle of military shoppers.
The evolution of the brand does not stop at the store, however. The rebranding from AAFES to the Exchange has been a holistic approach that will create a new paradigm and consistent corporate message. This message will be evident in tabloids, catalogs, exclusive brand packaging on the shelves as well as revisions to the website that will be coming online over the next few months.
The renovation began on June 1 and just 116 days later the transformation is complete with fresh new colors, textures and graphics to create a facility that is custom-designed for military shoppers' lifestyles and one that is expected to be replicated at Air Force and Army installations worldwide.
"A lot of hard work went in to get this completed in such a compressed timeframe," said the Tinker Exchange's General Manager Mike Patmon. "While the 24-hour schedule moved the process along quickly, our shoppers deserve credit for their patience during the renovation. I think once they see this store they’ll realize that any inconvenience they might have experienced was well worth it."
The logo's new tag line, "You save, we give back," emphasizes the Exchange's competitive prices and support to Air Force Services and Army Morale Welfare and Recreation programs. As part of its dual mission, roughly two-thirds of Exchange earnings are returned to quality of life programs such as youth services, Armed Forces Recreation Centers, arts and crafts, aquatic centers, post functions and golf courses.
"We are proud to make the Exchange relevant again and give our men and women in uniform a great place to shop and meet," said Patmon. "This ambitious new store concept takes the best of what's out there in the big box stores, malls and on Main Street and puts it all in one place — one store that is custom-designed for our shopper's military lifestyles."
7701 Las Colinas Blvd., Ste. 800, Irving, TX 75063