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Ace Hardware’s Facebook chat drives sales with paint product assistance

March 2, 2016

ACEAce Hardware is building on its innovative strategies for connecting consumers to home improvement help with a mobile-focused 31 Days of Color campaign that includes Facebook chatting with a paint expert.

The home improvement retailer is kicking off its paint promotion through a series of digital pushes on social media and its mobile-optimized campaign site, such as color of the day reveals, corresponding mood boards, tips from experts, integration from DIY bloggers, sweepstakes, daily giveaways and an expert chat on Facebook. The campaign is hoping to put a spotlight on its paint products in time for the spring season, when homeowners are often completing home improvement projects.

“31 Days of Color provides consumers with an opportunity to discover color and design inspiration,” saidJulie Richard, design expert for Ace Hardware.

Painting mobile capability
Followers of Ace Hardware on social media and users of its mobile-optimized Web site will have access to a variety of information regarding paint colors and products. The retailer is drawing in consumers with a sweepstakes in which they can win a grand prize of $10,000 and daily gift cards giveaways by registering on Ace Hardware’s


Facebook users will have the chance to discuss paint problems and questions they have with Valspar Color Strategist Sue Kim. Those participants will also be entered to win the daily gift card giveaways for $100 at Ace Hardware.

Every day at midnight, a new color will be revealed on the digital site for the color of the day. The reveal will be through an interactive game in which users guess whether or not paint names are from Ace Hardware’s product line or from something else.


Each color of the day will have a corresponding mood board, which users can scroll through for deeper looks and gather inspiration from home décor featuring the color. Ace’s Design Experts, Katie Reynolds, Julie Richard and Nathan Fischer, will also be providing their insights with tips and tricks on the site.

Ace Hardware is also partnering with DIY bloggers leveraging its paint in various projects, which will be linked to its mobilized site.

Ace hardware aces
In 2014, a group of Ace Hardware stores reported an overall increase in post-promotion engagement of 289 percent from an interactive mini-game developed for this year’s Saint Patrick’s Day weekend (see more).

Also, a group of independently owned Ace Hardware stores saw an overall redemption rate of 14.45 percent for mobile promotions sent during the third and fourth quarters of 2013 (see more).

“The newly re-designed Color Calendar, paired with our expert tips and advice, will enable consumers to uncover their love of color through a new interactive experience,” Ms. Richard said.

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Brielle Jaekel is staff writer on Mobile Commerce Daily and Mobile Marketer, New York. Reach her at

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