Digital Marketing Videos

Late to Retail Media Means Right on Time: Ace Hardware's Molly Hjelm

Ace Hardware, a cooperative of 5,200 independently owned stores, announced the rollout of its own retail media network last year, positioning itself as a late entrant that can learn from early adopters. The network draws on Ace’s extensive loyalty program and longitudinal shopper data, delivering real‑time, full‑funnel measurement from day one. It offers a full‑stack portfolio—off‑site, on‑site, and in‑store placements—designed in partnership with merchants, ensuring that campaigns are both measurable and aligned with store interests. Executives highlighted the “late mover advantage,” noting that they avoided friction points that older networks now face. The recently introduced “Retailer Reach” feature extends advertising to independent retailers via email, banner ads, ordering platforms, and editorial content—tactics unique to Ace’s co‑op model. For vendors, the platform provides a level playing field to reach a nationwide audience, while merchants gain a data‑driven revenue tool. The move signals that even late‑entering retailers can build sophisticated media ecosystems, potentially reshaping the competitive dynamics of retail media.