Ace Hardware is advancing efforts to support national brands, unveiling multiple new advertising features at its inaugural Upfront event held in Chicago’s Wrigley Field at the end of August. The company, established in 1924, has built a substantial network of over 5,300 stores and 80 million loyalty customers, which it leverages through its retail media network, RedVest Media.
Expanding Advertising Capabilities
RedVest Media, launched about a year ago, offers brands targeted advertising opportunities, inclusive of on-site and off-site ads, influencer marketing, email and push messaging, and in-store signage. The network also incorporates weather-triggered advertising and more expansive collaborations, such as its enhanced partnership with DoorDash.
Ace’s Chief Marketing Officer, Kim Lefko, highlighted their competitive strategy against major retailers like Home Depot and Lowe’s, noting the consistency of their service, rather than the level of spending, as a key advantage. She also emphasized the accessibility of Ace stores, which serve 80% of U.S. households within a 10-minute radius.
Unique Sourcing and Influencer Engagement
One way Ace stands apart from competitors is its commitment to bolstering brands instead of promoting its own private labels. Lefko expressed concern about retail partners who innovate on product insights primarily for their own label benefits. Molly Hjelm, head of RedVest Media, added that integrating influencer marketing is crucial due to its growing impact on customer purchasing decisions, allowing shoppers to make more informed choices through personal product interactions online.
Additionally, the chain has introduced weather-triggered advertising to prompt customer purchases based on local conditions. Known for its reliable service during emergencies, Ace aims to make relevant products more available as part of this initiative.
Ace’s Strategic Growth Plans
Ace Hardware recently opened its 100th store for the year and plans to expand to 170 new locations by 2026, having added over 1,100 stores over the last six years. Their innovative store model, Elevate Ace, unveiled in 2024, is a standout performer with a 12% increase in same-store sales compared to regular locations.
On the digital front, Ace’s website remains the top investment area for RedVest Media campaigns, with executives stressing the importance of brand trust and longevity, highlighting the retailer’s dedication to maintaining brands in business over the long term.
Reporting based on coverage first published by retaildive.com.