Exchange Adds Even More Value With Bath & Body Works In-Shop Concept

Military shoppers in Guam are enjoying the sweet smell of value at the Andersen Air Force Base Exchange as the Andersen BX recently unveiled a new in-shop concept with Bath & Body Works.

The new in-shop concept expands the Exchange’s collection of shop-in-shops, which includes brands such as Old Navy, Gap and Sunglass Hut.

The Andersen BX joined the Nellis Air Force Base and Fort Buchanan main stores in using the shop-in-shop concept with Bath & Body Works. Ten stores in Pacific, Western, Central and Eastern regions are expected to launch the concept during fiscal year 2024.

A shop-in-shop refers to a separate, distinct space designated for a particular brand on the sales floor.

“It’s a huge benefit we’ve seen customers respond to,” said Sylvia Smitherman, divisional merchandise manager. “Stores using the concept have seen an increase in foot traffic.”

The concept resonates with customers because it provides additional assortment from a particular brand. With the Exchange’s tax-free guarantee, shoppers also save on these purchases.

Shoppers in remote or foreign locations—where certain brands may be difficult to obtain—gain access without having to leave the installation. They can also purchase at their convenience instead of having to wait for long delivery times.

“It takes a good year to get something off the ground,” Smitherman said.

Determination for a shop-in-shop concept is based on a variety of factors, including sales performance; demographics; store space; and trends.

The Exchange and the partnering brand then work together on a timeline to begin putting the space together. The store receives new fixtures, including brand signage, eye-catching displays and lighting, for the in-shop concept space. The Andersen BX received its new fixtures courtesy of Bath & Body Works.

“Customers have been absolutely thrilled with the Bath & Body Works concept shop,” Andersen BX General Manager George McNamara said. “Customers have commented the concept makes them feel connected to home, being so far from the mainland U.S. They greatly appreciate the convenience and accessibility.”