By The Chicago Egotist / /
Just as Amazon’s Prime Day launches, Ace Hardware is amping up its support for its recently announced e-commerce delivery service in a new advertising campaign from O’Keefe Reinhard & Paul appearing on national television, online video, dynamic digital and paid social.
A new :15 spot promotes the national roll-out of the retailer’s ‘buy online, deliver from store,’ service now offered at participating stores nationwide. The campaign furthers Ace’s new brand positioning developed by OKRP as “The Home Convenience Store.” The new branding was designed to differentiate the 5,000+ store’s national footprint and its presence in its customers’ neighborhoods where it can offer everything they need to take on any home project.
In addition to delivery, the Ace e-commerce site Acehardware.com, has other features to optimize customers’ online shopping experience including free in-store pickup and product assembly on select items at participating retailers.
“The new advertising comes at a time when retailers are looking for ways to distinguish themselves from Amazon and big box stores. With a focus on helpfulness and convenience, backed by its local, retailer-owned cooperative stores, Ace provides that home-town touch with the advice and service that sets them apart in a category all their own,” explained Tom O’Keefe, CEO of O’Keefe Reinhard & Paul.
OKRP introduced “The Home Convenience Store” positioning in the fall of 2018 proclaiming: “Around the block. What you need in stock. With people who know their stuff.” The idea behind the work was to highlight Ace’s ability to help its customers solve everyday home projects with all the tools and items needed in a store nearby, complete with expert advice.
The new brand work is delivering results. In May, Ace announced that its first quarter revenues increased 5.1% increase and same store sales rose nearly 4%.