"Know your enemy" is a frequent caveat in wartime, by military men and
women. Business may be war, but even more important than knowing the enemy
is to "know your friend," the consumer. This should be the true
catchphrase of a good businessperson's code of conduct. The one way to
know one's consumer, one's friend, is through accurate marketing research
of consumer demographics and desires.
Consumers themselves desire information. One of Ace Hardware's
strengths as a company is the quality of the information regarding home and
yard care it provides to its customers, as well as the quality of its
selection of current and developing in-store and brand name product lines.
Today, fewer and fewer people are taught to be handy around the home, by
schools, family, and friends, yet more and more people seek home ownership
as an available option. By being the "helpful place," Ace is able to
distinguish itself from Home Depot, for example, which only offers
infrequent seminars on how best to use its products. On the FAQs section
of its own website, Ace cites that according to a Gallup Organization 2003
poll, Ace's slogan "The Helpful Place" is the most recognized slogan in the
The home improvement industry as a whole is growing and growing.
Studies indicate that home-improvement sales will increase 5.2 percent
during the next five years (source: Do it Yourself Retailing Nov. 2003,
cited on "Ace FAQ") Ace makes education a consistent part of simply
shopping on a daily basis at the store, and its information is of a high
quality, well researched, and is accurate. "When you visit your
neighborhood Ace Hardware store, you can be sure you'll receive the most
helpful service from the moment you step foot in the door. At Ace, we
believe any home improvement project will end in success with the proper
guidance. When you're shopping any of our 4,800 stores, you can rely on
atte...