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For retailers, offering military and veteran discounts online is a risky venture. There is no practical way to verify whether a shopper is a Navy SEAL or just a guy who watched "Navy SEALS." Add in the social disinhibition of the Internet, and a whole population of people who would never dream of passing themselves off as vets in a bricks-and-mortar store might claim the discount online.
McLean-based TroopSwap Inc., as part of a huge strategic shift, is looking to solve that problem. Coinciding with Veterans Day, the startup is launching Troop ID, an authentication tool that opens up a large cross-section of retail brands as potential customers. Baltimore-based Under Armour Inc. is the first to publicly make use of the technology.