Ace Hardware Corp., the co-op of hardware stores, plans to leverage its store network to drive online shopping. When AceHardware.com re-launches in the second quarter, customers will have the option to have the purchase delivered to a local store at 70% off the cost of delivery to the home. 70% of U.S. households are within 5 minutes of one of Ace’s 5,000 stores, Dana Kervish, interactive marketing manager, tells InternetRetailer.com. Ace expects the delivery discount and the fact that they can order a high-value product and not worry about delivery to appeal to customers. “If you buy a Makita drill, you don’t want it sitting on your porch until you get home,” she says.
Ace will fulfill orders from its 15 distribution centers. Orders to be delivered to a store will go as part of regular merchandise shipments to that store. Customers will receive an e-mail telling them the order has arrived. Kervish says Ace eventually hopes to have the stores tied into a real-time inventory reporting system so customers can learn if their local store has the product they want.
Ace also will incorporate the Helpful Hardware Club loyalty program into the web, with customers earning points for web purchases as well as store purchases.
Ace Hardware had operated an e-commerce site with OurHouse.com until OurHouse went out of business. It converted to an information site, with advice about tools and a store locator. But Ace received a steady stream of inquiries from customers who wanted to buy on the web. And so now, with GSI Commerce Inc. operating the site and providing customer service, Ace will offer e-commerce capability. The store nearest the web customer will receive credit for the sale.
Ace will promote the site through its circulars and on its radio ads, as well as with bag stuffers and signage in stores. It will unveil details about the site to its members at its annual Spring Show in Las Vegas, Kervish says.
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