Its ship-to-store program creates new sales and new customers, Ace reports
Three-fourths of sales at AceHardware.com this year have been for ship-to-store products, Ace reported today. The service offers free shipping. “Many customers use ship-to-store for heavy items such as grills, patio furniture, storage sheds and snow blowers,” says Dana Kevish, e-commerce marketing manager. “The customer saves on shipping charges and can pick the item up at an Ace store convenient to them.”
30% of ship-to-store customers make additional purchases while in the store and many customers who use the service are new to Ace. “Our stores have gained new customers as a result of this program,” Kevish says. Stores receive a commission for their participation in the program, which Ace introduced in 2003.
Ace’s e-commerce program is hosted by GSI Commerce, which provides e-commerce services to 60 retailers. “GSI provided Ace with a store locator that is state-of-the-art,” Kevish says. “When a customer visits AceHardware.com, we automatically calculate the number of stores closest to the location of the customer’s Internet protocol address and display this information in a space specifically reserved on our home page. The customer can drill down on the stores, find additional store locations, get directions, find the store’s phone number, address, store hours, name of the local owner or store manager, as well as learn about in-store promotions and events.”
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