March 30, 2007, 12:00 AM

Ace Hardware relaunches web site to support multi-channel retailing

Ace Hardware’s new site is designed to support multi-channel shopping with its 4,600 retail stores. When visitors arrive at the site, they can see the number of Ace stores in their local shopping area without even clicking the store locator.

Paul Demery

Managing Editor, B2B E-commerce

Ace Hardware has relaunched its retail e-commerce site with features designed to support multi-channel shopping with its 4,600 retail stores. When visitors arrive at the site, they can see the number of Ace stores in their local shopping area without even clicking the store locator.

Ace, No. 453 in the Internet Retailer Top 500 Guide, has relaunched its site with e-commerce platform provider GSI Commerce Inc.

The store locator feature incorporates geo-location software and Google Inc. interactive map technology. A visitor logging onto AceHardware.com from Chicago, for instance, will see a note on the home page that there are 115 Ace Hardware stores in the Chicago metropolitan area. Clicking the store locator takes the visitor to map that points out each store location; clicking on a location marker calls up address and contact information for a particular store.

Additional features of the redesigned site include:
•Personalized “My Local Ace” pages, through which visitors can access store-specific information at the top of the website pages throughout their site experiences;
•Projects and solutions section, with interactive project videos and step-by-step how-to guides;
•Printable product pages and shopping carts, designed to create unified online and offline shopping experiences for Ace customers; and
•Customer ratings and reviews of products to help shoppers with their purchasing decisions.

“We are thrilled with how well Ace’s new online site supports our integrated approach to promoting the Ace brand,” says Lori Bossmann, vice president of marketing, advertising and merchandising for Ace Hardware Corp. “The level of interactivity and depth of content that GSI built into AceHardware.com reflects our commitment to ensuring that our customers readily find the right products and information for all of their hardware and home project needs.”

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