If you’re a hardware store that wants to be a destination for barbeques and grilling, does it make sense to create and sell your own branded line of barbeque sauces and seasonings?
Ace Hardware says yes! They are, according to the company, the largest retailer-owned hardware cooperative in the world with over 5,900 locally owned and operated hardware stores in approximately 60 countries (4,000 in the U.S.).
Ace says that it’s “long been a destination for all things grilling,” and “aims to unite people through a passion for barbeque that’s impossible to contain.” They add: “With a focus on exceptional customer service and satisfaction, Ace Hardware is dedicated to helping customers find the perfect products for their grilling needs.”
So, if barbeque grills and accessories are a core part of the retailer’s portfolio, or they want it to be, then devising creative approaches that fit that strategy would make sense.
Enter the new Loud Mouth™ Barbeque sauces and seasoning products.
Ace’s marketing and merchandising approach seems based on a solid strategic foundation. It stands to reason that grilling enthusiasts could be interested in trying new barbeque sauces and seasonings. Further, barbeque grill purchases are infrequent, and a retailer such as Ace would be interested to drive traffic for more frequent purchases like grilling tools, charcoal and propane. Adding sauces and seasonings, which are needed throughout the grilling season, fits that strategic objective. Ace’s merchandising leader noted: “We’re excited to provide our customers with a flavorful adventure they’ll want to embark on again and again.” Plus, once in the store, who knows what other items could be added to the shopping basket.
So many enterprises rely on the same tactical playbook (often without a solid strategic blueprint) instead of embracing a willingness to experiment with new ideas that might set themselves apart and drive the performance they seek.
Experimentation is an imperative, explained Coca-Cola Chairman and CEO James Quincey in a podcast interview: “We’ve got to experiment, which means learning from the tech industry, the 1.0, the 2.0, the 3.0. Don’t make it perfect, get something out there, learn, and make it better.”
What would you find if you analyzed your marketing plans from the last three to five years? If you’re not experimenting with and testing new ways to impact and persuade your customers, get started. Such tactics can set you apart from your competitors, especially those that don’t directly impact price, and propel you toward achieving your business performance goals.
Ace’s director of Advanced Concepts and Retail Innovation explained: “The job of my team at Ace is to think about ways we can amplify the Ace brand to build demand and loyalty among consumers. That can be everything from new products such as (Loud Mouth), to services and digital experiences.”
Who’s working on all this at your company?
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