Army & Air Force Exchange Service marketing strategy breakdown

About Army & Air Force Exchange Service

The Army & Air Force Exchange Service, founded in 1895, is a retailer that serves military personnel and their families. The company was established by the U.S. Department of Defense to provide goods and services to those serving in the armed forces. With a focus on offering a wide range of products at competitive prices, the Exchange has grown to become a trusted source for military members to shop for their everyday needs. Its impact on retail is significant, as it provides a vital service to those who serve our country.

Army & Air Force Exchange Service marketing strategy

The Army & Air Force Exchange Service utilizes a variety of marketing tactics to reach its target audience of military personnel and their families. From targeted promotions to a strong omnichannel presence, the company ensures that its marketing efforts are tailored to meet the unique needs of this specific demographic. By focusing on providing value-conscious consumers with quality products and services, the Exchange Service aims to increase brand loyalty and drive sales. The results of these strategies have been evident in the company's ability to maintain a strong market share within the military community.

General Info

Army & Air Force Exchange Service marketing mix

Army & Air Force Exchange Service, like many other companies, relies on the classic 4Ps marketing mix framework to shape its marketing strategy. This framework comprises four essential elements:

Product

Army & Air Force Exchange Service strategically utilizes the product aspect of the marketing mix by offering a wide range of products tailored to the needs and preferences of military personnel and their families. By constantly updating their product selection to include popular brands and items, they aim to attract and retain their target audience of service members looking for convenient and high-quality shopping options. This approach helps the company stand out in the market and drive customer loyalty.

Price

The Army & Air Force Exchange Service utilizes the price component of the marketing mix by offering competitive pricing on a wide range of products to attract their target audience of military personnel and their families. By strategically pricing their products, they aim to increase sales and customer loyalty, ultimately driving revenue for the organization.

Place

Army & Air Force Exchange Service strategically selects prime locations for their stores to ensure maximum visibility and accessibility for their target audience. By utilizing the "Place" aspect of the marketing mix, they aim to make their products easily accessible to military personnel and their families. The intended outcome of this strategy is to increase convenience for their customers and drive more foot traffic to their stores.

Promotion

The Army & Air Force Exchange Service utilizes the promotion aspect of the marketing mix by running targeted advertising campaigns across various channels to reach their military audience. These promotions highlight exclusive discounts and deals available to service members and their families, driving traffic to their physical and online stores. The intended outcome of these strategies is to increase brand loyalty and encourage repeat purchases from their target audience.

By strategically managing these four elements, Army & Air Force Exchange Service can develop marketing strategies tailored for customer needs, enhance brand value, and drive business growth.

Search engine traffic

Army & Air Force Exchange Service places a strong emphasis on generating organic traffic, which makes up a significant portion of its overall web traffic. This strategic focus on organic search helps Army & Air Force Exchange Service attract a vast audience without relying heavily on paid advertisements.

Army & Air Force Exchange Service receives a 29.9m visitors per month from organic search and 0.0 per month from paid search. A substantial number of visitors each month are from organic search, demonstrating the effectiveness of its SEO efforts.

Army & Air Force Exchange Service domain authority is 89. A high domain authority indicates that the website is well-regarded by search engines, making it easier to rank for relevant keywords and attract organic traffic.

By maintaining a strong focus on organic traffic, Army & Air Force Exchange Service exemplifies how businesses can build an impactful online presence. This strategy not only enhances visibility and brand reputation but also paves the way for growth and success in the digital marketplace.

Army & Air Force Exchange Service Youtube marketing strategy

Army & Air Force Exchange Service has an active Youtube Channel with over 8.4k subscribers. Their whole channel has 6.9m views. They posted 192 videos, which means that every video got them 35.8k views for the channel and 43.7 subscribers

R.O.I. of marketing channels

Even though online marketing channels are found to be more effective than offline marketing channels, not all are created the same. If you think of just running banner ads, you need to rethink your marketing strategy.

At the front of online marketing strategies sits email marketing, boasting high reach and engagement. Following after that is SEO, a cornerstone of any successful digital campaign. What makes this duo truly formidable is their synergy, working hand in hand to fuel an efficient online marketing engine.

SEO is our cup of tea, so if you want to start or improve your marketing strategy, feel free to book a call with us.

* According to Data & Marketing Association (DMA)

Author

Alexandru Totolici

Alex is the founder of Gliesess. With a foundation built on 7 years of experience, technical expertise is not a lack of his. After discovering SEO accidentally, he fell in love with it.