What Retailers Can Learn From the Navy Exchange

Rich Honiball is the EVP and Global Chief Merchandising & Marketing Officer for NEXCOM (Navy Exchange Service Command). He joins Natalie on the podcast to discuss: The unique role of military retail, the importance of having a clear mission, and other lessons for traditional retailers. Learnings from the launch of the world's first Toys R Us department on a military base. Self-checkouts, frictionless experiences, and the importance of customer choice. The power of community and how Gen Z shoppers are redefining store experiences. Why retail was an "accidental career" for Rich and how he hopes to encourage the next generation of retail leaders in his role as adjunct instructor at George Mason University. What is NEXCOM? Since its inception in 1946, NEXCOM's mission has been to provide customers with quality goods and services at a savings and to support Navy quality of life programs. NEXCOM's six primary business lines include the Navy Exchange (NEX), NEXCOM Hospitality Group, Ships Store Program, Uniform Program Management Office, Navy Clothing and Textile Research Facility and the Telecommunications Program Office. Each of its business lines provide the necessary support for the Navy's warfighters and military families to remain ready and resilient. Bio: Rich Honiball combines executive leadership, strategic development, and consumer insights as EVP, Global Chief Merchandising & Marketing Officer for NEXCOM, overseeing merchandising and marketing efforts for a $2+ billion global enterprise offering retail, services, food & hospitality. Before NEXCOM, Rich founded PDB Advisory Group & the Brand(Co)Lab, advising CEOs on purpose-driven marketing strategies and brand development. His executive roles at Haggar and JCPenney involved building world-class teams, strategic development, brand growth, and corporate refresh initiatives. He shares his extensive retail and consumer behavior expertise as an adjunct instructor at George Mason University. Rich is an MBA graduate from William & Mary and a BS in Marketing from SNHU. Rich is dedicated to mentoring and has served on several educational and nonprofit boards. Rich is honored for his retail expertise by Rethink Retail, innovative marketing by the CMO Club, and as an ONCON ICON Top 100 Marketer, and he continues to influence the industry while traveling the world. Links: Connect with Rich on LinkedIn Listen to Rich's Retail Relates podcast