Exchange spreading word of benefit to National Guard, Reserve members Published Oct. 7, 2011 Army & Air Force Exchange Service Public Affairs DALLAS -- At 1.2 million, National Guard and Reserve members account for approximately 22 percent of authorized Army & Air Force Exchange Service shoppers. Since most are usually not on an installation full-time, they generally have fewer opportunities to patronize an Exchange. In an effort to ensure they are fully aware of how they can take advantage of their benefit, the Exchange has embarked on an aggressive outreach program. Since the program's inception in March, Exchange leadership has attended Yellow Ribbon events, Readiness Musters, Guard and Reserve conferences and a host of local meetings. As a result, Exchange civilian and military personnel have reached out to about 47,000 Guard and Reserve members through briefings and one-on-one interactions. At Guard and Reserve functions, the Exchange's military outreach group communicates to servicemembers that, wherever they may be, their earned benefit is available, both in-store or via shopmyexchange.com. "The Exchange's goal is to fully understand what value means to the National Guard and Reserves and to anticipate their wants and needs," said the Exchange's Senior Enlisted Advisor Chief Master Sgt. Jeffry Helm. "We're striving to create a sense of community and belonging for them by finding ways to serve them in their communities through personal engagement." In addition to briefings and one-on-one meetings, the Exchange is also using catalogs, postcards, holiday cards and sales flyers, targeted specifically to Guard and Reserve members, to inform authorized shoppers of the multiple channels available. "We've found that many of these Guard and Reserve members are unaware of the convenience and value of using the Exchange website," said Helm. "While they may not be stationed near a brick and mortar store, they have access to virtually anything they would find in an installation Exchange through shopmyexchange.com. It's just a matter of making sure they are aware of that. And we're off to a great start."