Ace Hardware debuted its own retail media network, which will now compete against Home Depot’s Orange Apron Media and Lowe’s Media Network.
Now, Ace Hardware’s new offering, which is called RedVest Media, will sell advertising to brands through a variety of channels, both digital and in physical stores. To deliver those ads, Ace will use a platform provided by Epsilon Retail Media.
Ace Hardware is No. 626 in the Top 2000. The database is Digital Commerce 360’s ranking of North America’s largest online retailers by annual web sales. There, Digital Commerce 360 categorizes Ace as a Hardware & Home Improvement retailer. Digital Commerce 360 projects that Ace Hardware’s online sales in 2025 will reach $101.76 million.
Ace Hardware web sales by year
What is Ace Hardware’s new retail media network, RedVest Media?
RedVest Media branding for Ace Hardware’s new retail media network | Image credit: Ace Hardware
Ace Hardware’s RedVest Media is a retail media network named for the uniforms commonly worn by employees at the retail chain’s physical stores. The network will sell ads to Ace’s customers and nearly 73 million Ace Rewards Members, the company announced.
“Ace has always been about helping our neighbors,” said Molly Hjelm, corporate vice president of retail media at Ace Hardware. “With RedVest Media, we’re now extending that helpfulness to our brand partners, giving them the tools and data to drive meaningful engagement and measurable results at both the national and local level.”
Where will ads from RedVest Media appear?
RedVest Media will make advertising options available to brands in both online and in-store contexts. Working with Epsilon Retail Media at launch, Ace Hardware listed Pacvue, Flywheel and Skai as platforms with which its retail media network will be interoperable.
Among the places where Ace will display RedVest advertising:
- On-site premium ads, search and display
- Email and push messaging
- In-store signage
- Off-site programmatic: display, video, connected TV (CTV) and mobile
Ace Hardware’s goals for RedVest Media
In its announcement, the retailer noted that it intends for the retail media network to support its independent store owners, along with its portfolio of brands. To do so, it is prioritizing control and visibility with RedVest, providing brand partners with real-time ad campaign performance that will track impact, as well as ecommerce conversion.
In addition, Ace will offer both managed and self-service options, with brand awareness, traffic and sales outcomes all being watched. Ultimately, by giving advertisers access to Ace Rewards Members, the company will be able to leverage its first-party data, as other retail media networks do with their corresponding loyalty and membership programs, to target shoppers based on their buying activity.
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