Ace Hardware Launches Prescriptive YardRX Subscription Service
Ace Hardware chose Feb. 2, aka Groundhog Day, to unveil its personalized yard-care subscription service program.
Ace YardRX is designed to help homeowners prepare for the upcoming seasons by offering yard-care products selected for their personal needs, including lot size and region, which the hardware cooperative will then deliver to customers' homes when prescribed, and at a locked-in "best price of the year."
"We're excited to launch Ace YardRx, a new subscription service that delivers yard care directly to our neighbors' homes," Kim Lefko, chief marketing officer at Ace Hardware, said in a media release. "Groundhog Day is about looking ahead, no matter what the weather brings, and with Ace YardRx we're making it easy to do just that — prepare for the seasons to come with personalized product bundles delivered at the right time for a beautiful yard."
Ace YardRX in Action
To test the Ace YardRx feature, we ran a metro Detroit address through the site (acehardware.com/aceyardrx) to see what it recommended. It quickly served up a personalized yard plan based on:
- Estimated yard size: 2,300 square feet
- Neighborhood: Far north
- Grass type: Sun and shade (specifically, Rye, Fescue and Kentucky Blue)
- Bare spots: Thin, brown or dead spots.
Ace YardRx recommended three deliveries (spring, summer and fall) with billing and delivery dates.
- Spring suggestions: SKUs to start the growing season and prevent lawn and insect issues, including Scotts Miracle-Gro's seed mixes and crabgrass preventer, Lebanon Seaboard's Preen weed preventer, and Bayer's Roundup weed killer. Delivery dates: Mid- to late March.
- Summer recommendations: Product to grow a thicker, weed-free lawn, including grub control and lawn food from Scotts Miracle-Gro. Delivery dates: Early to mid-May.
- Fall selections: Products focus on prepping for a better lawn the following year, including Scotts Turf Builder lawn fertilizer. Delivery dates: Early to mid-September.
The plan could be modified in several ways, including by concerns about insects and pests, disease and fungus, tools for the job, and whether the consumer prefers to use concentrates, natural ingredients or specific brands. Products are delivered directly to the homeowner's address from their local Ace Hardware, at no added cost.
A New Spokes-Groundhog
To help promote the new program, Ace recruited Punxsutawney Phil as a seasonal employee through a name, image and likeness (NIL) deal with the famed groundhog. The retailer also revealed a new role as "Official Yard Care Sponsor of Groundhog Day."
Social media shorts document Phil’s journey as he trains for his new role @acehardware on Facebook and Instagram. Ace also livestreamed the news and Groundhog Day festivities on Instagram.
"For generations, people have counted on me to signal the changing seasons. It's a tradition built on timing and preparation," Punxsutawney Phil, deemed a "legendary groundhog and weather forecaster," was quoted in the media release. "That's why I'm excited to join Ace Hardware as their honorary seasonal employee to help launch Ace YardRx. Just like me, Ace knows that the right tools and timing makes all the difference, and this new program gives homeowners just what they need to get their yards ready for the upcoming seasons."
