By Jeremy Sherman, Vice President, Marketing Innovation & Insights, Navy Exchange Service Command The past year brought significant changes in how the Navy Exchange Service Command (NEXCOM) communicates with its customers. From enhancements to online fulfillment at myNavyExchange.com, to a new mobile couponing program, to the migration to an industry-leading cloud based marketing technology platform, NEXCOM has raised the bar in how it communicates with its customers. NEXCOM understands that each customer has unique needs, and strives to communicate at the right time, in the right channel, with the right message. Gone are the days of one-size-fits-all marketing communications. Navy Exchange (NEX) customers want more and deserve better. And with NEXCOM’s strategic focus on improving digital communications, it is able to deliver just that.
Industry Leading Marketing Platform
NEXCOM’s all-in-one digital marketing hub delivers consistent communications across all marketing channels, including web, email, social and other digital advertising outlets. Using both customer provided preferences and insights gleaned from artificial intelligence, NEXCOM can personalize and better target specific communications to segments of its customer base that are most likely to engage or interact with such offers. [capt
] “We have found that rather than sending ‘batch and blast’ email communications to the entire subscriber list, that we have a better response rate when we send specific communication to individual customers based on their previous interactions and other data NEXCOM may have about the individual customer,” said Executive Vice President Rich Honiball, Global Chief Merchandising and Marketing officer, NEXCOM. “While email is certainly the most effective digital channel for NEXCOM, the ability to target each customer with social media and other digital advertising consistent with the content they receive via email greatly reinforces the NEX brand across multiple touch points.” Within the email channel, this strategy has produced very positive results: unsubscribes are down over 40% and engagement (for example, email opens and clicks) has increased significantly.
Growing Mobile and Customer Connections
In July 2018, NEXCOM launched its mobile marketing program, NEX Mobile Offers, in NEX locations in the continental United States and Pearl Harbor as a way to better connect with customers on the device that is most personal to them – their mobile phones. The threepronged mobile strategy includes acquisition, on-demand mobile coupons, and push short message service (SMS) notifications. As an incentive to sign up for NEX Mobile Offers, new customers receive a coupon for $10 off their purchase of $50 or more, valid in-store and online. The coupon is immediately sent to the customer, via SMS, as soon as they complete sign up. [capt
] On-demand coupons provide an easy and convenient way for customers to access weekly coupons by texting a specific keyword to a short code. No more remembering to bring a paper coupon–NEX customers can now pull it up on their mobile device and redeem the coupon at checkout. Within the first six months of the program, NEXCOM acquired over 100,000 opt-in subscribers. Finally, push SMS notifications allow NEXCOM to send exclusive updates to its subscriber list and provide benefits only accessible to NEX Mobile Offers subscribers. Whether it’s notifying a customer of a special coupon just for them, or providing early access to the NEX Navy Blue Friday sale, customers love the exclusivity that comes along with being a member. As the NEX continues to innovate the ways how it communicates with customers across digital and traditional channels, one thing remains true: NEXCOM is laser-focused on delighting its customers to create advocates by making its marketing communications as personalized and relevant as possible for each one of them. –graphics by Scott Furlough, NEXCOM, Brand Identity manager Summer 2019