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NAAFIServing the Services
  • NAAFI's Sterling Offers

    NAAFI's Sterling Offers

    2nd October 2014

    NAAFI has introduced a bigger and better package of promotional offers into its retail shops in... Read more...

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    11th July 2014

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    4th September 2013

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    10th June 2013

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    ABF - The Soldiers' Charity

    1st February 2013

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    27th November 2012

    Call Of Duty: Black Ops II is, undoubtedly, one of the biggest games of 2012 and any big... Read more...

  • Drawdown of Rhine Garrison. What does it mean for NAAFI customers?

    Drawdown of Rhine Garrison....

    27th November 2012

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    27th November 2012

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    27th November 2012

    NAAFI's aim is to give the British Troops a Taste of Home wherever they are based around the world.... Read more...

NAAFI's Sterling Offers

2nd October 2014

NAAFI's Sterling Offers

The organisation has reviewed its existing arrangements with UK suppliers and has been able to take all the deals that they have in their UK supermarkets and replicate them in NAAFI shops across Germany – that’s an extra 40% on the number of promotional offers previously supported.

Speaking to Sixth Sense, John Goddard, NAAFI’s Head of Operational Support, said: “As part of the Germany draw-down process, NAAFI has continued to look at ways of simplifying the retail business and at the same time continue to offer great value to our customers. Very simply, this is fantastic news for our community as we are passing on some excellent offers from the UK, which, everyone will appreciate, is a very competitive market for retailers.”

Previously, NAAFI ‘cherry picked’ their retail offers from the package presented by their suppliers, looking for the simplest offers to translate to euro from sterling. They would then design and print new point of sale materials in euro and distribute them to NAAFI shops in Germany. Now they simply take all the offers and the UK sterling priced PoS and send it direct to their shops from the UK.

The change was trialled in two shops, Bielefeld Express and Paderborn Families, over three months, starting in June.

“Feedback from the trial shops was very positive, both in increased sales of promotional offers and also direct feedback from our customers,” John said, “and we have taken on board comments made regarding the use of pounds sterling on the point of sale materials.”

For several years NAAFI has honoured UK price marked packs, converting pounds to euro at the Forces Fixed Rate (FFR).

John added: “In the past NAAFI had a reputation for not honouring the sterling prices on items supplied from the UK, a good example being magazines. We made a conscious decision that we had to prove to our customers that they could trust NAAFI pricing by ensuring that all sterling price marked packs were honoured and converted at the rate everyone was familiar with, the FFR. This has been very successful and we have seen more and more products on our shelves with sterling prices, the Iceland frozen food range being a very visible example of this and a range which is very well received by our customers.”

“We also continue to get feedback from the BFG community on NAAFI pricing, often when comparing our prices to those they see in supermarkets when they are back in the UK, or in adverts on the TV and in newspapers.”

“With this recent change we are aiming to do two things; firstly we are ensuring that we can continue to offer great value to our customers in BFG until the final shop closes and, secondly, we are helping our community understand that same great value by making it easy to compare our offers to those that they see in the UK.”

To support the change to sterling priced point of sale materials, NAAFI has provided some additional visual aids:

• Shelf edge labels in front of every product will display the price in both euro and sterling, converted at the FFR.

• Price converters will be positioned on the shelf alongside the promotional offers, displaying many of the key price points in both euro and sterling.

John added: “It is important that we don’t confuse our customers and we want them to trust NAAFI pricing. We understand that not everyone is confident enough to be able to convert the sterling prices back to euro so we will provide supporting materials in our shops to assist them with this. We are currently changing our shelf edge labels to show dual pricing – this is a phased change so it will take us several more weeks to complete every category. Price converters are in place now and more are being issued to ensure that they are visible wherever there is a product on promotion.”

“The changes you have seen over the past few weeks will put NAAFI in a great position to give our customers outstanding value in Germany until the last person leaves.”