Ace Hardware is strengthening its digital marketing capabilities through a new partnership with commerce technology company Pacvue, making it easier for manufacturers to manage and optimize advertising campaigns across Ace’s retail media network, RedVest Media.
The integration allows brands to activate and monitor RedVest Media campaigns from the same platform they use to manage advertising across major retail media networks, including Amazon and Walmart. The goal is to simplify campaign management while giving manufacturers greater visibility into advertising performance across multiple retail channels.
For Ace Hardware, the partnership represents another step in expanding the value of its retail media platform. With more than 5,200 locally owned stores nationwide and over 70 million lifetime Ace Rewards members, the cooperative offers manufacturers access to a highly engaged, project-focused customer base. According to Ace, approximately 50% of Americans live within three miles of an Ace Hardware store, making the retailer an attractive destination for brands looking to connect with consumers at the point of purchase.
Retail media has quickly become one of the fastest-growing segments of retail marketing, allowing manufacturers to promote products directly within a retailer’s digital ecosystem while measuring campaign performance through sales and shopper engagement. Until recently, these capabilities were largely concentrated among national retailers such as Amazon and Walmart. Ace’s continued investment demonstrates that specialty retailers are becoming increasingly important players in the retail media landscape.
The partnership reflects the continued growth of retail media as another tool manufacturers can use to connect with customers closer to the point of purchase. While retail media helps influence buying decisions during the shopping journey, it complements broader marketing efforts that build brand awareness, educate retailers, and support product launches across the independent channel.
According to Ace and Pacvue, manufacturers in categories such as power tools, paint, lawn and garden, grills, outdoor living, and home maintenance will now be able to incorporate RedVest Media into their broader digital advertising strategies while managing performance through a single platform.
Cutting Edge Takeaway
Retail media continues to evolve as an important marketing channel within the home improvement industry. Platforms like RedVest Media help manufacturers reach shoppers who are ready to buy, while trade publications, industry events, and dealer communications continue to play a vital role in educating retailers, introducing new products, and building long-term brand awareness. The most successful manufacturers will continue to integrate multiple channels to reach both the retailer making the buying decision and the consumer making the purchase.
