DALLAS — The Army & Air Force Exchange Service has contracted SpeedFC to upgrade its Web site and plans to upload an additional 4,000 items to its e-commerce business by the holiday season.
“The goal is to aggressively move the Exchange’s e-commerce Web site to an industry best-practice platform that will serve shoppers efficiently no matter where in the world they are living or deployed,” a spokesman said. “Two of our company strategic initiatives are to intensify national brands as well as balance the online assortments across softlines, hardlines and consumables, making a greater number of items available both online and in stores.”
Among the goods moving online are Michael Kors handbags, clothing and shoes; Polo Ralph Lauren men’s apparel including big and tall; Martha Stewart bedding, bath and housewares, and iPhones.
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Areas slated for improvement online are promotion, search engine optimization, check-out process, customer account management and order tracking. SpeedFC’s system will incorporate its proprietary order-management software plus Omniture for analytics, Oracle’s ATG platform for back-end systems and Endeca for guided navigation, faceted search and search administration.
Based in Dallas, AAFES sells a wide variety of goods — from lawn mowers to lipstick — at a discount to military service members. Shopmyexchange.com fulfilled 700,000 orders valued at over $220 million last year.