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Ace Hardware drives in-store traffic via geotargeted mobile campaign

The company is running the targeted mobile ads within Pandora’s iPhone application. By using location, Ace Hardware is making sure that it is reaching as many consumers as possible.

Ace Hardware has about 4,600 hardware, home center and building materials stores nationwide.

Deal of the day
The Ace Hardware mobile ad reads “20% off. Almost Anything, Saturday, Feb. 25.”

Additionally, the mobile banner ads feature the nearest Ace location.

When consumers tap on the mobile ad, they are redirected to a mobile landing page that features a promotion – a 20 percent discount on almost everything consumers can fit into an Ace bag.

Below the promotion, there is also a list of nearby locations that indicate how many miles away the nearest Ace Hardware store is.

Consumers can find the nearest location

The mobile ad also features click-to-call functionality, which lets consumers call the company if they are looking for something specific.

A mobile ad campaign such as this is an effective way for Ace Hardware to drive in-store traffic.

If the ad is geotargeted, it works in the consumer’s favor. They will be more inclined to visit a location that is nearest to them.

Marketing efforts
This is not Ace Hardware’s first foray into mobile.

In 2009, Ace Hardware’s idle screen mobile marketing campaign generated an 18 percent click-through rate and helped the retailer drive in-store traffic.

The company used Mobile Posse’s idle screen advertising platform to promote popular home maintenance products to mobile consumers (see story).

That same year, Ace Hardware introduced a mobile service that helped shoppers find products on store shelves and encouraged repeat business with mobile coupons (see story).

In 2010, Ace Hardware ran a mobile advertising campaign to drive increased store traffic and keep up with the demand of loyal customers (see story).

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York