In-store or online, Exchange aims for consistency Published Oct. 9, 2012 By Army & Air Force Exchange Service Public Affairs MOODY AIR FORCE BASE, Ga. -- According to Practical Ecommerce, shoppers frequently use both online and physical stores to browse and buy products. As a result, it is important for retail sites to emulate the stock assortment found in their brick and mortar locations. Recognizing this fact, military shoppers will soon have greatly expanded online merchandise options as the Army & Air Force Exchange Service is increasing its online product selection to mirror its biggest main stores. The expanded Exchange Online Store assortment at www.shopmyexchange.com began with an August launch that added eight brands and 214 items. The assortment will continue to grow. "The August launch was just the beginning," said Col. Tom Ockenfels, the Exchange's chief of staff. "Six additional brands will come online in October and November. Ultimately, National Guard, Reserve, retired and active duty shoppers will be able to enjoy the same selection online as they would find at Fort Campbell, Kadena or the KMCC." Brands available at brick and mortar Exchanges can be found by searching by brand name or within a product category at shopmyexchange.com with an intuitive layout that helps shoppers find what they want and need more easily. Additionally, products will now be visible prior to log-in with a username and password required only for checkout. "By adding store assortments online we will provide a consistent shopping experience," said Ockenfels. "Just as shoppers visit a store, they can also now visit the Exchange Online Store to find the same products."