Military Resale Alliance Continues a Mission That Matters

VIRGINIA BEACH, Virginia— Merchandising and marketing leaders from across military resale joined forces this month to talk through plans for strengthening exchange and commissary benefits throughout 2023 through exceptional value, exclusive pricing and more.

The military alliance, which formed in February 2019, includes the Army & Air Force Exchange Service; Navy Exchange Service Command; Marine Corps Community Services; Coast Guard Exchange and the Defense Commissary Agency.

Leaders from each organization met Feb. 14 and Feb. 15 at NEXCOM’s headquarters, marking the alliance’s first in-person summit since the COVID pandemic.

Merchandising and marketing leaders from across military resale pose outside NEXCOM HQ in Virginia Beach, Virginia.

“This alliance has been critical to our collective success, and bring our service members the best possible support,” said Exchange Executive Vice President/Chief Merchandising Officer Karen Cardin.  “This alliance proves that the military resale system is stronger and more successful together!”

Since 2019, the alliance has achieved more than $141 million in value for the military community, with two-thirds, or $93 million, passed on to exchange and commissary shoppers through discounts, extra promotions and military-exclusive pricing.

To strengthen military resale benefits, speed to market, data quality and buying optimization are key focuses. Updated reports with forward-looking insights will allow merchandising teams to see what suppliers are likely to drive customer demand.

For 2023, the teams are:

• Strengthening messaging about the MILITARY STAR card and its value to authorized shoppers, including joint promotions and continued marketing of Pay Your Way plans.
• Increasing Made in America merchandise assortment.
• Bringing major appliances to Exchange and NEX stores through a partnership with The Home Depot.
• Collaborating on private label, including growing Exchange Select.
• Focusing messaging on the theme of “A Mission That Matters.”

“For years, marketing teams have worked across military resale to drive home our value proposition while creating engaging events that celebrate what it means to serve,” said Senior Vice President of Brand Marketing Sandi Lute. “By working together, we can honor our similarities while continuing to deliver Service-specific support to the unique customer base each organization serves.”

The exchanges and DeCA will again partner to honor all who served through a coin giveaway at stores for Veterans Day—the event has been a tradition since 2020.

“The teams have already made good strides in collaborating on MILITARY STAR’s Home for the Holidays sweepstakes and the Your Holiday Bill is On Us sweepstakes,” Lute said. “Department of Defense remembrances, like National Vietnam War Veterans Day and Month of the Military Child, allow us to align efforts in spirit.”