From Loyalty Data to Retail Media: Molly Hjelm’s Playbook for RedVest

From Loyalty Data to Retail Media: Molly Hjelm’s Playbook for RedVest22 jun20 min

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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 Takeaways

How 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