Customer Service
Ace Hardware goes Thanksgrilling in customer service strategy
Ace Hardware is going all out in stores this Thanksgiving to help customers not only find the right grill equipment but also chef tips on making the feast a success. It’s all about the brand's ‘helpful place’ promise to customers.
November 9, 2021 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
It's Thanksgrilling time, at least at Ace Hardware stores this Thanksgiving as the hardware retailer aims to not only help customers find what they need in terms of equipment and products for the holiday, but also when it comes to creating the feast.
Over three-fourths of Americans will host or attend a turkey celebration this year, according to a survey by Ace Hardware, and just 17% plan to quarantine — a huge dip from 40% in 2021 due to the ongoing COVID-19 pandemic.
Come Nov. 20, stores nationwide will hold unique Thanksgrilling events, including lessons for turkey grilling and other grilled dishes. Cooks who can't stop in at the stores can access grilling recipe videos and even a preparation playbook at the Ace Hardware website, with host chef Jason Morse.
The Thanksgrilling effort, which has been happening for a few years at stores, has several goals. The first is to help those who may be a bit rusty in Thanksgiving cuisine and those intrepid turkey grillers and those who love smoke turkey outdoors.
The second is to engage deeper with customers, new and familiar, according to Jeff Gooding, vice president at Ace Hardware, the largest retailer-owned hardware cooperative with more than 5,400 locally owned and operated hardware stores in approximately 70 countries.
"Our locally owned Ace stores have been hosting how-to and demo events for their customers for years and grilling tips and tricks have always been a big part of that. We developed Thanksgrilling several years ago to help consumers think outside the oven to learn and enjoy the awesomeness that a turkey and the whole Thanksgiving meal can be when grilled for friends and family," he told Retail Customer Experience in an email interview.
The retailer's mantra is to be known as the "helpful place," and customers are accustomed to one-on-one service from store associates.
"Occasionally, we will go all out with themed events at stores nationally at the same time and really leverage the knowledge of our local experts to add to the enjoyment, fun and helpful learning for our customers. Our signature help is a key reason Ace Hardware has been awarded J.D. Power's highest ranking for customer satisfaction 14 out of the last 15 years," said Gooding.
Part of Thanksgrilling involves ensuring that associates have the product knowledge and expertise consumers are increasingly expecting.
The store associate, said Gooding, is the key to why people shop at Ace stores.
"Their local knowledge and expertise keep their neighbors coming back time and time again for any home maintenance project as well as knowing they will get high touch, high service advice on bigger purchases, like grills. One of the many things that makes Ace different beyond our people is the training they continually take. Grilling is no different. We conduct BBQ boot camp training for our store associates to continually learn the latest and greatest in all things grills and grilling so they can pass that knowledge onto their customers every day," he said.
For larger grill events like Thanksgrilling and the retailer's BBQ Fest in the Spring, many stores will bring in local chefs and grill experts they work with to make the experience that much better for customers, he added.
Customers who can't stop in at stores can get the same level of resources at Ace's e-commerce site which will feature grilling recipe videos and a preparation playbook for a complete holiday feast hosted by chef Jason Morse.
Once Thanksgrilling is all done the retailer will focus on ensuring customer engagement during the gift giving holiday season.
On Dec. 4 participating stores will host a Gifts and Grilling party from 11 a.m. to 2 p.m.
"This event will feature deals on grills and a range of great gifts, such as power tools from Milwaukee, Craftsman and DeWalt, outdoor power tools from Ego and Stihl, Yeti products, and of course, the best in grills with Weber, Traeger and Big Green Egg. Ace is the destination for quality gifts and the best brands in the business for the DIYer in your life," said Gooding.
About Judy Mottl
Related Media
Subscribe
Get the latest news and resources from Retail Customer Experience.
