Why Ace Hardware believes its RMN can be a late-stage competitor — without ‘homegrowing anything’
It’s apparently never too late to launch a retail media network — at least that’s the approach Ace Hardware has taken. Last week, the hardware chain launched RedVest Media — its retail media network offering onsite search ads, display ads, in-store signage, email and push messaging as well as offsite programmatic.
RedVest Media joins the long list of retail media networks that’s been mounting over the last five years, including other hardware retailers like Home Depot’s Orange Media and Lowe’s Media Network.
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Ace is hoping for a late-mover advantage, said Molly Hjelm, corporate vp of retail media at Ace Hardware. Advertisers are already familiar with RMNs and have solidified them as a budget line item in budgets (although it’s not always clear what teams oversee spend).
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