Ace Hardware makes a promise

Ace Hardware is making an Extra Mile Promise, and it involves raising the stakes for what customers can expect when they visit the paint aisle.

The Extra Mile Promise is a guarantee that Ace has the expert advice and supplies needed to help consumers successfully tackle any paint project with just one trip to the store.

This initiative is an answer to the demand for a less frustrating trip to the paint aisle, often caused by forgotten items or insufficient quantities of paint. With a one-trip guarantee, Ace is promising free delivery to any consumer who needs additional paint supplies.

"While it hurt our pride to learn this, the truth is that while consumers trust Ace as the Helpful Place, far too many of them believed that our speedy sized stores didn't have enough product to complete their paint project," said John Venhuizen, President and CEO. "We know this isn't the case, so to assuage these misperceptions, we decided to stand behind our large paint assortment with the Extra Mile Promise. Our objective is simple: to be known as the #1, best, most convenient, most helpful and most credible store for paint in the neighborhood."

Ace has already been taking steps to make itself a paint destination, such as carrying premium paint brands like Clark+Kensington and Valspar Optimus, as well as unveiling its Paint Studio concept in recent years.

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