From Loyalty Data to Retail Media: Molly Hjelm’s Playbook for RedVest
Retail Remix · with Molly Hjelm · June 22, 2026 · 20 min
Summary
Ace Hardware's RedVest Media launched a full-funnel retail media network in six months by leveraging its co-op structure, 70 million loyalty members, and deep first-party data. This episode details how they create localized, data-driven advertising solutions, including weather-triggered campaigns, to connect brands with shoppers effectively. Learn how their unique approach prioritizes community relevance and real-world customer needs.
Key takeaways
Ace Hardware launched its RedVest Media network in just six months by prioritizing measurable, full-funnel advertising solutions powered by their extensive first-party data.
The co-operative structure of Ace Hardware, with 5,200 independently owned stores, provides unique advantages for retail media innovation due to strong local relationships and community relevance.
RedVest Media utilizes innovative strategies like weather-triggered advertising to align brand messaging with real-time customer needs, from snowstorms to hurricane season.
Ace Hardware's "Retailer Reach" platform differentiates itself by offering retailer-focused advertising tools that leverage in-store relationships and localized customer insights.
First-party data, strong in-store relationships, and local relevance remain crucial for success as retail media evolves alongside AI and changing consumer behavior.
Brands can gain a competitive edge by leveraging localized insights and data-driven targeting provided by platforms like RedVest Media to reach shoppers at precise moments.
Retailers should explore how their unique operational structures, like co-ops, can be leveraged to create differentiated and effective retail media offerings.
The rapid launch of RedVest Media demonstrates that a focused strategy on full-funnel solutions and data utilization can accelerate market entry for retail media networks.
Consider integrating real-time environmental data, such as weather, into advertising strategies to enhance message relevance and impact.
Invest in building robust first-party data capabilities and fostering strong in-store relationships, as these are critical long-term assets in the evolving retail media landscape.
Retail media has quickly become one of retail’s most important growth engines, but Ace Hardware is taking a different approach. One that’s built around local ownership, community relevance and real-world customer needs.In this episode of Retail Remix, Kate Robertson speaks with Molly Hjelm, CVP of RedVest Media, Ace Hardware’s retail media network, about launching a full-funnel RMN in just six months and what makes the co-op retailer uniquely positioned in the space. Molly shares how Ace is leveraging its network of 5,200 independently owned stores, 70 million loyalty members and deep first-party data to create measurable advertising solutions. She also explains how weather-triggered media, retailer-focused advertising tools and localized customer insights are helping brands connect with shoppers at exactly the right moment.Key TakeawaysHow Ace Hardware launched RedVest Media in just six months by focusing on measurable, full-funnel advertising solutions Why Ace’s co-op structure creates unique opportunities (and challenges) for retail media innovation How weather-triggered advertising helps brands align messaging with real-time customer needs, from snowstorms to hurricane season What makes Retailer Reach, Ace’s retailer-focused advertising platform, different from traditional retail media offerings Why first-party data, in-store relationships and local relevance remain critical as retail media evolves alongside AI and changing consumer behavior Related LinksLearn how RedVest Media helps brands reach Ace Hardware customers through localized, data-driven retail media.Learn more about Ace</strong
What does this episode say about retail & omnichannel?
Ace Hardware launched its RedVest Media network in just six months by prioritizing measurable, full-funnel advertising solutions powered by their extensive first-party data.
What does this episode say about analytics & attribution?
The co-operative structure of Ace Hardware, with 5,200 independently owned stores, provides unique advantages for retail media innovation due to strong local relationships and community relevance.
What does this episode say about brand & content?
RedVest Media utilizes innovative strategies like weather-triggered advertising to align brand messaging with real-time customer needs, from snowstorms to hurricane season.
What does this episode say about retail & omnichannel?
Ace Hardware's "Retailer Reach" platform differentiates itself by offering retailer-focused advertising tools that leverage in-store relationships and localized customer insights.
What does this episode say about retail & omnichannel?
First-party data, strong in-store relationships, and local relevance remain crucial for success as retail media evolves alongside AI and changing consumer behavior.
