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STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
20 November 2015
MILITARY STAR®
Tabling Best Practices
2 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
Table of Contents
I. Tabling Information
II. Customer Engagement
III. Processing an Application
IV. Associate and Store Benefit
V. Contact Information
3 3
Tabling Information
4 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
Tabling Information - Benefits
• Informs the customer about MILITARY STAR® benefits
• Enables the customer to ask questions
• Draws attention to special promotions and sales
• Generates excitement with a dynamic display
• Engages the customer and creates a personal experience
5 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
Tabling Information – How to Set Up a Table
• Use a clean tablecloth or skirt
• Display signage on and near the table
• Set up a laptop with Account Services ready to process applications
• Have Rewarding Those Who Serve brochure available to distribute
• Have applications available if the customer wants to apply
• Manage table during peak store traffic hours
• Display current promotional & sales signing to show customer savings
6 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
Tabling Information – Where to Setup a Table
• The front of the store reaches the most foot traffic
• High dollar ticket areas create an opportunity to promote the 10% first day discount Good
locations are at:
– PowerZone
– Major Appliances
– Fine Jewelry
• Near central checkout creates an opportunity to educate before a sale is complete
– Talk about the benefits of the MILITARY STAR® card
7 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
Tabling Kit
Tablecloth or skirt (may be
black or red, white & blue)
Laptop with Account
Services & a Star printer
Current application
Table signage
Rewarding Those
Who Serve Brochure
Signs for current
promotions
Tabloid ads
Balloons
8 8
Customer Engagement
9 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
9
Know the Customer Benefits Deployment Benefits for military activation or deployment
• MILITARY STAR® accountholder may receive a reduced APR during their deployment
to contingency locations
• To initiate deployment benefits, simply contact the ECP call center and provide the
requested deployment documentation
Military Clothing Line of Credit for Army, Air Force and Marine Corps
• Eligible customers may receive a dedicated 0% interest military clothing plan with
their MILITARY STAR account
• $500 credit limit
No Late or Over-Limit Fees
• ECP does not charge late payment or over credit limit fees
• Customers can contact the ECP call center to make payment arrangements to help
through difficult times
Low APR
• MILITARY STAR has one of the lowest annual percentage rates for an in-house credit
card
• Whether you have perfect credit or no credit, you receive the same APR when you
are approved
Lenient/Not Restrictive Credit
• Nearly all active duty customers that apply are approved for a MILITARY STAR
account
10 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
10
Know the Customer Benefits 10% discount for all purchases the 1st Day
On the first day MILITARY STAR® is used, customers will receive a 10% discount on their first day
purchases
Savings will be credited to the customer’s statement, not on the receipt
Exclusive Savings
Exclusive discounts throughout the year such as free gift cards, additional $$ savings at services
and concessions locations
0% promotions
Unlike our competitors, there’s no “back interest” if the customers doesn’t pay their balance off
before the promotion ends
Interest is only charged on the balance remaining at the end of the promotional period
10% discount every day on all Exchange® food court purchases
The Savings Adds Up:
Food court meals 5 times a week at $5 per meals saves $2.50 per week
Customer saves $130 per year
5¢ per gallon discount every day at Exchange fuel locations
The Savings Adds Up:
Fueling up once a week at $3.75 per gallon saves .75 cents a week*
Customer saves $39 per year, or a free tank of gas
Free Standard Shipping at shopmyexchange.com
No minimum purchase required; free standard shipping applies to anywhere in the world
*5 cents off per gallon
11 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
11
Know the Customer Benefits Strong Customer Service
• Available 24/7
• Customer service advisors are specifically trained to understand and meet customer
needs
Security
• High security measures protect your account from fraudulent activity
• Your private information is never provided to outside marketing firms
MWR Contributions
• Every time MILITARY STAR® is used, a portion of the purchase is given back to the
installation to support Morale, Welfare and Recreation Programs
12 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
MILITARY STAR® Rewards Program
Customers earn 2 points for every dollar they spend at:
• Exchange facilities (includes food court & Express®)
• Mall vendors
• shopmyexchange.com
• Armed Forces Recreation Center resort hotels
• Sister exchanges
For every 2,000 points, customers will automatically
earn a $20 rewards card which can be redeemed for
merchandise or services anywhere an exchange gift
card is accepted.
There is no limit to how many rewards
cards customers can earn each year!
13 13
TABLING Talking Points
Tabling Interaction for Non-Cardholders
Did you know when you deploy to
qualifying contingency locations we
offer reduced interest as a
deployment benefit? Would you like
to apply for the card tailored for
military life?
MILITARY STAR doesn’t charge late
or over-limit fees. Would like to apply
for the card built for military
lifestyles?
Are you earning rewards with your
your MILITARY STAR card?
MILITARY STAR accounts
include a zero percent
interest plan for military
clothing. This is for active
Army, Air Force and Marine
Corps only. Would you like
to see if you qualify?
When you use MILITARY STAR at
shopmyexchange.com, your
purchases receive free standard
shipping. Can I set you up with free
standard shipping today?
MILITARY STAR is a great way to
build credit. Using your card for
everyday purchases and making
on-time payments builds good credit
history for future purchases of a home
or car. Would you like to begin
building your credit today?
Whether you have perfect credit or no credit,
you receive one of the lowest annual
percentage rates for retail credit when
approved. Would you like to open an
account and begin building credit?
We offer 10% off all first day’s
purchases with MILITARY STAR,
plus every day savings in our
food courts and gas pumps.
Would you like to start saving
today?
Nearly all active duty is
approved for a MILITARY
STAR card. Would you like
to apply for a card today?
MILITARY STAR offers a rewards
program where customers earn 2
points for every dollar they spend
and automatically sends you a $20
rewards card with 2,000 points.
I don’t have a MILITARY STAR® card
14 14
TABLING Talking Points
Tabling Interaction for Cardholders
Are you earning rewards with your
MILITARY STAR card?
I have a MILITARY STAR® Card
Great! Don’t forget to take advantage of 10% off at our food
court, 5 cents off per gallon at Exchange gas pumps and free
standard shipping from shopmyexchange.com.
Do you know about our current special, use
your MILITARY STAR and receive… (current
promo details, click here to find current
promos).
MILITARY STAR offers a rewards
program where customers earn 2
points for every dollar they spend
and automatically sends you a $20
rewards card with 2,000 points.
STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
15 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
ASK EVERY CUSTOMER: Would you like to be rewarded for your purchases today?
If embedded video cannot be played, click here to open
video
Click here for training video text
CUSTOMER RESPONSE: I already have a MILITARY STAR card.
ASSOCIATE RESPONSE:
• Highlight current MILITARY STAR promotions
• MILITARY STAR offers a rewards program where you earn 2
points for every dollar and rewards are earned anywhere
MILITARY STAR is accepted (including at mall vendors)
• You automatically earn a $20 rewards card with 2,000 points
• You also:
o Save 10% at the food court locations
o Save 5 cents per gallon at Express® locations
o Receive free standard shipping on
shopmyexchange.com
Scroll over video and click play to watch the role playing scenario
MILITARY STAR® Selling Tips
16 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
ASK EVERY CUSTOMER: Would you like to be rewarded for your purchases today?
If embedded video cannot be played, click here to open
video
Click here for training video text
CUSTOMER RESPONSE: I don’t have a MILITARY STAR card.
ASSOCIATE RESPONSE:
• MILITARY STAR offers a rewards program where you earn 2
points for every dollar and rewards are earned anywhere
MILITARY STAR is accepted (including at mall vendors)
• You automatically earn a $20 rewards card with 2,000 points
• You also:
o Save 10% on all their first day’s purchases
Valid in store & online
o Save 10% at the food court locations
o Save 5 cents per gallon at Express® locations
o Receive free standard shipping on
shopmyexchange.com
Scroll over video and click play to watch the role playing scenario
MILITARY STAR® Selling Tips
17 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
Associate Objections & Responses
• Associate Objection: “I’m afraid I’ll only get a no, so I don’t ask.”
• Response: If you don’t ask, you’ll never get a yes. Never take a no personally.
• Associate Objection: “I’m not sure how to approach a customer; I’m afraid customers will ask questions I
don’t know.”
• Response: Review the promotional information, signage, application, training on LEX, etc. Be an active listener and
make it a friendly conversation.
• Associate Objection: “I don’t want to bother customers, they might be in a hurry.”
• Response: Greet customers in a friendly and sincere manner. The MILITARY STAR® program is designed for
Exchange customers and offers discounts and rewards which many customers value. Engage a customer to
understand their needs/wants and not prejudge what a customer needs/wants.
• Customer Objection: “I already have too many cards.”
• Response: The MILITARY STAR interest rate is lower than the industry average for other in-house credit cards.
Plus, simply by getting a MILITARY STAR card, you can take advantage of exclusive Exchange promotions, 5 cents
off per gallon at Express pumps and 10% off at our food courts.
• Customer Objection: “I don’t have time to apply.”
• Response: It only takes 5 minutes and it’ll be worth the 10% off you can save today.
Engage Every Customer, Every Time!
18 18
Processing An Application
19 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
Application Processing through Account Services
Account Services role in tabling. Setting up a laptop with Account Services access allows you to:
• Process a MILITARY STAR® application
– Customers must complete and sign the application before the associate may process it though Account Services.
– NOTE: Applications processed at shopmyexchange.com will NOT credit your store and/or associate for opening this account. To receive credit, application must be processed in store using Account Services or the RPOS.
• Find a list of current MILITARY STAR promotions
• Print a temporary card (STAR printer required)
• Research a customer’s account
• Change the customer’s address
• Add an authorized user
20 20
Associate and Store Benefits
21 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
How MILITARY STAR® Benefits Your Store
• MILITARY STAR helps increase store sales o Customers spend twice as much on MILITARY STAR than other forms of
payment
• MILITARY STAR reduces store expenses o By avoiding merchant fees, stores are able to lower their expenses
• MILITARY STAR contributes to the store’s bottom line o Stores receive $100 for every approved MILITARY STAR application and
5% of their MILITARY STAR sales
• MILITARY STAR contributes to the associates o Associates can earn up to $5 for every approved application they process
22 STRICTLY PRIVATE AND CONFIDENTIAL. FOR INTERNAL USE ONLY.
How MILITARY STAR® Benefits Your Store
Stores would need $462 in sales to replicate the impact of one approved application.
Through merchant fee avoidance and revenue sharing, your store earns $6.50* more with MILITARY STAR than with other
credit or debit cards (a 32% increase).
A worldwide 1% MILITARY STAR penetration increase would add $449K to the Exchange’s overall
bottom line.**
Approving just 15 applications plus a $22K tender shift would pay for the monthly salary of an associate solely dedicated to acquiring new
MILITARY STAR accounts.***
*Based on every $100 in sales **not 100 bps ***monthly salary of $2,623
