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On Jan. 11, Keith C. Hagenbuch was appointed to the Senior Executive Service (SES) and named director of the Defense Commissary Agency's (DeCA) DeCA West Region. Hagenbuch had been serving as acting DeCA West director since April 4, 2009, following Scott Simpson's retirement.

As DeCA West director, Hagenbuch is responsible for 113 commissaries in the western U.S. and the Asia–Pacific area, eight central distribution centers (CDC) and also for providing product support to a Navy Exchange mart (NEXMart) at Negishi Heights, Japan. Annual sales in DeCA West totaled $2.6 billion in fiscal 2009.

“During his tenure as acting director, Keith more than proved his ability to lead DeCA West in delivering the commissary benefit to our most widespread geographic region,” said DeCA Director and Chief Executive Officer (CEO) Philip E. Sakowitz Jr. “I know he is going to bring his talents to bear as our newest SES.”

Santa listens to holiday wish list requests from one of AAFES's youngest shoppers at Yongsan, Korea. Main store sales in CONUS increased almost 9 percent from Dec. 20-26, and almost 13 percent in OCONUS.

The Army & Air Force Exchange Service (AAFES) reported that main store sales increased almost 9 percent during Dec. 20-26, with some OCONUS locations posting double-digit sales improvements during this seven-day period.

“We are happy where we are with our performance during the holidays,” said AAFES Commander Maj. Gen. Keith L. Thurgood, USA. “We are also happy with the momentum that the success of the season will give us as we move into fiscal 2010. Great execution helped us to turn the corner.”

Thurgood, in an interview with E and C News, said the holiday season successes stemmed from a number of strategies employed by the exchange service. “We put a focus on our people, and when I say 'our people,' I mean, first, our customers,” he explained. “We made sure that we were flexible and agile in the marketplace. We treated them for what they are, the best customers in the world. We are focused on them because one of our five strategic objectives is to create a lifelong connection with our customers. And this helped us to outperform our competitors.”

Michael Tharrington, long-time deputy director of Business Operations for the Marine Corps' Personal and Family Readiness Division (PFRD), the entity that oversees the Marine Corps Exchange (MCX), will retire in April.

The executive said that this move did not come “without trepidation for such a life-changing decision.” However, he believed the time was right for him to step aside. “I know that I leave behind a strong leadership cadre well prepared to take our MCX to the next level.”

Donna Willis, deputy director of DeCA East since December 2008, was appointed the region's acting director, effective Jan. 4. (see E and C News 1/10). The previous acting director, Robert Vitikacs, retired on Dec. 31.

“Bob did a fantastic job leading the region as acting director for several months, and Donna is a great person to lead DeCA East while the selection process for a permanent director continues,” said Philip E. Sakowitz Jr., DeCA director and chief executive officer (CEO). “Her broad range of commissary knowledge and experience, both overseas and stateside, will ensure the region's continued success. I'm grateful that she accepted this assignment, and I'm confident that the region will continue to excel under her leadership.”

As one of two deputy directors in DeCA East, Willis was named to a position that had been vacant since Ed Jones left the agency in October 2008 to become comptroller, Air Force Reserves Headquarters, Robins AFB, Ga. At that time, Willis joined Vitikacs as a deputy director, working under Region Director Michael J. Dowling, who is now director of DeCA Europe.

On Jan. 20, the new $16.2 million commissary here opened to support this burgeoning military community. The new, larger store features wider aisles, enhanced produce and meat departments, and modernized deli and bakery operations.

The new 48,000-sq.-ft. commissary, with 22,295 sq. ft. of sales area, is the latest incarnation of this facility. Over the years, the commissary was in an aircraft hangar and later, it operated in a large tent. Since 1993, the commissary was in a 35,442-sq.-ft. prefabricated structure, with 14,712 sq. ft. of sales area. The new store also features a total of 10 checkouts — six traditional checkouts and four self-checkouts — and more than 8,800 line items.

The facility, which had sales of $10.92 million in fiscal 2009, is led by Store Director Sharryl F. Whitley. According to DeCA, the store serves numerous military retirees, as well as embassies in Paris, France; Brussels, Belgium; Marine contingencies in Africa, Brussels and Paris; and Strategic Headquarters Allied Powers Europe (SHAPE) personnel.

Helping cut the ribbon during the opening-day festivities were (left to right) DeCA Command Sgt. Maj. Victor M. Garcia, USA; DeCA Europe Director Michael Dowling; Whitley; USAG Benelux Commander Col. James Drago, USA; Army Corps of Engineers Europe District Deputy Commander Lt. Col. Anela Arcari, USA; USAG Chièvres Manager John Paugh; and Better Opportunities for Single Soldiers (BOSS) President Sgt. Kyle Hagen, USA.

Ambitious plans are in the works at the Defense Commissary Agency (DeCA) for its May 2010 “Family Fun Fitness Festival” promotional event. It is scheduled to take place during promotional display periods 9 and 10, and in conjunction with the May 2010 case lot sale in every DeCA store location around the world. May has also been observed as National Physical Fitness and Sports Month since 1983 through the efforts of the President's Council on Physical Fitness and Sports.

DeCA says it “is looking forward to product demonstrations and activities in the commissaries that will educate our customers on healthy eating and healthy lifestyles.” It encouraged suppliers “to team with our produce departments to highlight the importance of fresh fruits and vegetables in addition to your regular healthy products.”

DeCA's “Family Fun Fitness Festival” in May promises to create an even more festive atmosphere in conjunction with case lot sales which are traditionally a big draw at DeCA stores, such as this one at Travis AFB, Calif., last fall.

Mr. and Mrs. Loverine Mitchell received a $1,000 AAFES gift card from Lackland AFB, Texas, PowerZone Sales Area Manager Titus Stokes (right) as part of a recent Buddy List sweepstakes. They immediately redeemed the card toward the purchase of a television at the store.

The Army & Air Force Exchange Service (AAFES) is making it easier than ever before to “rediscover the value” at BXs and PXs via the Internet and its “Buddy List,”” which delivers weekly e-mails to approximately 30,000 authorized exchange shoppers.

E-mail topics range from upcoming worldwide and local promotions and celebrity appearances, to special sales exclusive to “Buddy List” members.

“AAFES realizes that to be our customers' first choice, we need to use innovative communication techniques to spread the word about the exchange benefit to a new generation of shoppers,” said Mat Dromey, the exchange service's chief marketing officer (CMO). “In fact, we're not just reaching out to these shoppers online, we're also highlighting these tools in-store to ensure we are properly positioned to develop a lifelong, emotional connection with our customers.”

Initiatives have included the award of $50 AAFES gift cards to authorized shoppers who completed an online “Buddy List” sign-up during a special promotion. “Buddy List” subscribers also had an opportunity to win one of three separate $1,000 shopping sprees by completing a quick online survey.

Rear Adm. Steven J. Romano, USN, was named commander and chief executive officer (CEO) of the Navy Exchange Service Command (NEXCOM) on March 11, 2009, and officially assumed the exchange service's helm on Aug. 21. (See E and C News 10/09.) In this role, he is responsible for the oversight of 105 Navy Exchange facilities with 305 stores worldwide, 43 Navy Lodges, Ship's Stores, and the Uniform Program Management Office (UPMO).

In keeping with his belief that it is essential “to listen to your people and visit your facilities often,” Romano has made it a point since being appointed NEXCOM commander to get out in the field and tour a number of NEXs and distribution centers, with plans to visit more later this spring.

Impressed by what he has seen thus far, Romano has observed in person the activities that have generated increases in NEXCOM's 2009 Customer Satisfaction Index, and looks ahead to further ways to improve the patrons' shopping experiences by implementing fresh “Standards of Service;” his “Commanders Principles” and a full slate of new organizational programs

NAS Oceana General Manager Delores Maitland tends to the store's beverage department.

Beverage departments remain one of the most popular areas in Defense Commissary Agency (DeCA) stores based on the volume of business they generate. Filled to the gills with everything from traditional soft drinks to the newest, trendiest non-alcoholic beverages, business continues to bubble in this area.

As a Navy training installation on the Eastern seaboard, NAS Oceana, Va., customers — from retirees to young active duty servicemembers — use the commissary as their primary stop for groceries,” said NAS Oceana Store Director Hazel EnniS. “The area is a nice place to work and retire, so our customers represent all ages and ethnicities.

“It can get hot and muggy from late spring to early fall, and folks around here engage in many outdoor activities throughout the year, so they consume a lot of drinks and beverages. Our low prices and wide selection of beverages make the commissary the place where they purchase their sodas and other beverages.”

According to Ennis, cumulative fiscal 2009 sales of these non-alcoholic beverages were $2.95 million, down 3.1 percent from the $3.05 million amassed a year earlier. Some beverage categories, however, experienced increases, demonstrating that patrons have been selective in their shopping strategies rather than cutting back in all subcategories.

Although the cumulative total was down, she said soft drinks did well during fiscal 2009, with $1.61 million in sales, a 2.2-percent increase from the $1.58 million in sales that were accrued during the prior year.

“Sodas and other flavored drinks continue to do well because of their consumption at social occasions and as break-time refreshments,” Ennis observed.

Partnership, gratitude and appreciation were key themes cited in remarks given by military resale leaders attending the American Logistics Association (ALA) New York chapter's holiday luncheon, held on Thursday, Dec. 10, at Manhattan's picturesque Water Club.

A record attendance of more than 120 military resale executives and industry members enjoyed the opportunity to meet, mingle and help raise money for scholarships for children of military servicemembers.

The luncheon program included entertaining and informative updates from Philip E. Sakowitz Jr., director and chief executive officer (CEO) of the Defense Commissary Agency (DeCA); Marilyn Iverson, director of the Veterans Canteen Service (VCS); Capt. Edward N. Eng, USCG, commanding officer, Coast Guard Community Services Command (CGCSC); and Michael Tharrington, deputy director of business operations for the Marine Corps Personal and Family Readiness Division (PFRD), which oversees the Marine Corps Exchanges (MCX). All thanked the vendor partners in attendance for their support of commissary and exchange service patrons.

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