The Value of NEX

We set out to remind Navy Exchange patrons the many benefits of shopping with us, while using those value propositions as true competitive differentiators in the marketplace. At the core of the effort, we knew we needed a broad message that talked about value being more than just price. While cost is certainly a key driver in making individual purchasing decisions, developing meaningful, long-term brand loyalty is more complex.
To demonstrate the NEX’S value beyond the price tag, we expanded the definition of what real value is. We focused on benefits like convenience, quality, exclusive products, and loyalty, with an understanding that different people value different things. We also wanted to remind them that no matter what it is they’re looking for, the NEX is always striving to improve patrons’ lives.
The campaign, “The Value of NEX”, was designed to make a connection on a more emotional level. The work featured real life scenarios depicting real life people, and using real life – often humorous – language and imagery with which everyone can identify. It acknowledged the role we play in peoples’ lives and cemented our place in it, working to make their lives better. And perhaps even more importantly, it didn’t take itself too seriously, because everyone’s NEX experience should be fun and enjoyable.
Tactics included an in-store poster series, gently engaging with patrons while they were actively engaging with us. Not with a hard-sell call to action, but with a more subtle, in-the-moment reminder of how the NEX provides value on multiple levels.
Ultimately, the campaign did what it was designed to do - strengthened perception, deepened engagement, and demonstrated that value is not a single lever, but a system we can intentionally manage and grow.