BX gets new manager, vision

  • Published
  • By Capt. Tony Wickman
  • Public Affairs
Vance Air Force Base, Okla. --  Attention Vance shoppers, the Vance Base Exchange wants to hear from you.
On Sept. 11, the store welcomed Charles Cobb, the new manager, and he is energized to remake the store's image and turn the Vance BX into the place to shop.
"I'm excited to be here," Mr. Cobb said. "My vision is to create an environment customers want to come to. I want customers to use the BX as a service for servicemembers. I'll do this by incorporating a product mix that is more appealing to our customer base."
After spending seven years at Ramstein Air Base's exchange serving in various departments, Mr. Cobb was given notice he was heading to Vance to take over as manager.
"I really wasn't told anything about Vance other than I was being assigned here. I knew the store was smaller than where I was coming from and I needed to get familiar with the demographics and needs of the customers," Mr. Cobb said.
He hit the ground running and is looking for help from Team Vance to remake the image of the store.
"I analyzed our sales and realized they were flat," Mr. Cobb said. "I've gone out to get a feel for the area and find out what we can do to accommodate our customers."
Some of the research included surveying the BX's competitors in the local area to find out what made them more attractive to Vance people and asking patrons what they were interested in seeing at the store.
So far his feedback is to make the store more tailored to the base demographics of officers and retirees, but he needs more information. A lot more information.
"Saturday we will be offering printed surveys to our customers to help us focus our efforts," said Mr. Cobb. "It is more a wish list than survey. I would like to find out what are five things the BX can do to make things better for the customer and then make some changes."
The target goal is to get around 500 customer responses.
"The more people who give inputs, the better our product will be," said Mr. Cobb. "We will compile the list and get items based upon customer needs and desire."
Or as Mr. Cobb puts it, "whoever yells the most will get heard."
For Tech. Sgt. Ryan Thompson, 71st Comptroller Squadron, a wider variety of choices will help his family and him when they shop.
"I spend most of my time shopping for other people, like my kids," Sergeant Thompson said. "Getting a wider selection of things like toys and athletic shoes would be nice."
A wider variety of choices is what Airman 1st Class Misty Iglesias-Cruz and her co-worker Airman Alfonso Galen-Reyes, both 71st Mission Support Group information managers, think would help them when they shop at the BX.
"I know some of the other bases have main exchanges, but ours feels like a shoppette," said Airman Iglesias-Cruz. "I think they need to have more variety in their clothing and kitchen appliances."
"I think a better variety of electronics would be nice," said Airman Galen-Reyes.
Some of the other changes being planned or implemented at the BX include getting Vance added to the sales promotion flyer; creating a giftware section; retooling what and how much product is offered in the store; and having the main store open on Mondays -- effective Monday.
The planned Monday opening was a welcome change for Sergeant Thompson.
"I shop on Mondays for convenience when I forget things," said Sergeant Thompson. "Now when we need something like tape, we can go right to the BX instead of heading off-base."
"Getting Vance on the sales promotion flyer will give us the opportunity to carry the advertised products so customers don't have to wait or go to Tinker to get them," Mr. Cobb said.
Also, the store plans to continue its shuttle service to Tinker, meaning customers can have the BX get an item in stock at Tinker and have it brought to Vance.
"The Vance BX is making changes to better serve you," said Mr. Cobb. "Please be patient. The changes will take time, but in the end the changes will benefit you.
"The only way I can serve you better is by you telling me what you want. My mission is to get people to make the BX their shopping choice," said Mr. Cobb.
People can get a survey from any AAFES associate or staff member and return it to anyone in the store when completed.
Authorized BX customers include uniformed personnel and members of the Reserve components and family members, applicable Department of Defense civilians, exchange associates and retirees.