A year after its launch, Ace Hardware’s RedVest Media network has influenced over $100 million in retail sales, as the vendor-funded program expands its reach with new advertising and measurement capabilities.
A year later, on the heels of the 2026 Ace Fall Convention in Orlando and a recent expansion of the program, NHPA spoke with Molly Hjelm, corporate vice president and head of RedVest Media, about how the network has developed and what it means for Ace retailers. Hjelm highlighted that the program’s growth has been driven by continuous enhancements and aligning with evolving customer engagement trends.
RedVest gives vendors a centralized platform to promote products via advertising on Acehardware.com, email and push notifications, and offsite channels like display, video, connected TV, and mobile. Molly Hjelm, Ace’s corporate vice president and head of RedVest Media, explained that the network streamlines brand outreach across Ace’s 5,300-store cooperative, addressing challenges inherent in its decentralized structure.
Traditional methods for vendors to reach Ace customers—such as buying shows and individual retailer relationships—are supplemented by RedVest’s unified approach. The program allows advertisers to target different objectives, from launching new products to boosting visibility for established lines. It also enables direct communication with retailers through its RetailerReach feature, which uses banners, emails, and educational content to build awareness and potentially increase store-level distribution. RetailerReach empowers vendors to connect directly with store owners, providing tools to enhance product visibility and streamline collaboration across Ace’s expansive network.
New Features and Integrations
Ace expanded RedVest’s capabilities this summer after gathering feedback from vendors. New additions announced at the network’s first Upfront event in August include social and influencer marketing, weather-triggered programmatic advertising, and campaigns within Ace’s DoorDash storefront. Weather-based ads promote relevant products during rainfall or snowfall, aligning naturally with hardware retail needs. DoorDash extends RedVest’s reach to shoppers who might not visit a physical store, particularly for immediate-use items like propane or firewood. These integrations reflect the program’s commitment to meeting customers wherever they engage with Ace’s brand, whether online, in-store, or via delivery platforms.
Tracking ROI Through Analytics
Measurement remains central to RedVest’s value. Vendors can analyze return on advertising spend, track new customer conversions, and compare performance across products, placements, and creative strategies. Recently added incrementality measurement for offsite ads determines whether campaigns drove additional sales beyond what would have occurred naturally, helping advertisers optimize future spending. This advanced analytics framework ensures that vendors gain actionable insights to refine their marketing investments and maximize ROI within Ace’s cooperative ecosystem.
Future Growth and Collaboration
Hjelm emphasized that RedVest’s growth will continue based on vendor feedback and evolving customer habits. With over 100 vendors already participating, the network aims to become a significant contributor to Ace’s growth over the next three years. The program’s evolution shows its role in transforming how vendors and retailers collaborate, leveraging technology to amplify marketing effectiveness across Ace’s decentralized structure.
