How hardware thrives on the sidewalk
“Using the sidewalk affords us considerably more display space and a much greater opportunity to make a first impression,” said Marty Warnke, GM at Palm Springs Ace Hardware in California.
Colorful displays and interesting products draw people into the store who might otherwise simply walk by on their way into another store.
“It is not unheard of to have a customer come to our store for one or two well planned basic hardware items and walk out with an unplanned purchase of a few pieces to an entire backyard of patio furniture,” said the general manager.
Palm Springs Ace is a family-owned organization that opened its doors in February 2000 as True Value Hardware of Palm Springs.
The original location was in the old Palm Springs Mall but the business moved to its current location at the Smoketree Village shopping center in 2011, and in 2019 became an Ace Hardware store.
After that fateful move, a party, of sorts, began to happen out on their sidewalk. A merchandise party.
“We really started our sidewalk displays when we moved to our current location in Smoketree,” said the GM.
Over the years there have been many changes to the way they merchandised the front of their store, said Warnke, “kind of a growing and evolving display.”
Today the hardware store manager and the patio department staff basically lead and manage the sidewalk product selection, but it is a team effort, and listening to staff ideas and customer needs plays a big role.
“We pay a small permit fee to allow us to display merchandise on the sidewalk in front of the store and follow a set of basic guidelines for proper egress and Americans with Disabilities Act (ADA) compliant access,” he said.
“The space allows us to have a much more impactful display of colorful items than if they were on a shelf or in a small display inside the store,” said Warnke.
“The foundation of the sidewalk display is a series of outdoor chairs – many in bright, attention-grabbing colors – and umbrellas, chaise lounges and patio and bistro table sets,” he said.
When the weather or season dictates, he said, the display is rounded out by wading pools, large colorful pool inflatables and occasionally discounted or sale products related to outdoor living.
In addition to what is placed outside, the windows also display associated items such as garden art, wind chimes, bird feeders and similar thought-provoking merchandise.
“We were fortunate to have our ever-growing customer base follow us to our new location. A large portion of our clientele is seasonal vacationers and tourists from locations throughout the U.S. and internationally,” said the GM.
Many who visit their store quickly understand why their customers become fans.
“One or more of our staff of over 45 employees stand ready to greet and assist customers,” he said. “We are not just a hardware store; we are a destination and an experience for our many guests the world over. We are proud of and delighted to play an essential role in our diverse community.”
The sidewalk brings the ‘zing’
Positives, along with surprises, are encountered when a hardware store owner puts items out in front.
“The outdoor space has become an accidental social space,” said Warnke.
While not a daily occurrence, it’s not uncommon to find customers who have bumped into friends while shopping; spending a few minutes sitting on the furniture visiting and catching up, he said, adding, “it is also a nice, quiet resting spot for someone while a friend or spouse runs in to pick up a few things.”
Team members pay close attention to the outdoor displays, making certain that things are neat and orderly and that any trash is quickly and properly disposed of.
“We have encountered the occasional theft of smaller, easy to carry off items but nothing more serious than shoplifting that occurs inside the store,” he said, “it is just an ugly part of a retail business.”
The GM said most of the display furniture is on rolling racks – sturdy pallets with heavy casters and artificial turf – and is brought into the store at the end of every day: “This gives us another opportunity to make sure everything is clean, properly stocked and in good repair.”
There are noticeable benefits to using the sidewalk as an extension of the hardware store. Feel-good customer interactions are a key part of a thriving sidewalk ecosystem.
The Palm Spring Ace hardware store is a pet friendly store and during their warmer months it is quite common for the community to walk their pets early in the morning.
“About 30 minutes before we open the store in the morning, we begin putting the furniture out front,” said Warnke.
“If a customer’s dog sees us out front, they almost always demand a treat before they will let their owner proceed. The dogs’ behavior is always fun and often comical but they always leave happy with a treat,” he said.
For hardware owners thinking about expanding their store items out to the sidewalk the GM shares this: “Designate your sidewalk to a specific department heading in your daily sales report. This will not only help to track and drive sales, but also use it as a restocking report. And designate one or two associates to this effort.”
Hardware items on the sidewalk will continue to be a large part of their store’s visual merchandising efforts.
“In the summer months we do reduce the inventory placed out front due to the increase in temperature and a lowered volume in lingering foot traffic; it’s just too hot to browse outside,” he said.
A hardware business can thrive on the sidewalk. Many do. Adapt your situation to what suits you best.
“Our store is in a bit of a unique situation, in large part due to our weather, which lends itself to the outdoor living mindset,” said Warnke.
When most of the country is lighting a fire and looking for wool socks, his store is planning Thanksgiving dinner around the swimming pool.
“We believe that our patio department would not be as successful if it wasn’t attached to a hardware store and the patio department also compliments sales in all other departments throughout the store,” he said.
About growing the sidewalk opportunity for his hardware store, this GM said: “We already have tentative plans to expand the front of the store in 2024 and are looking forward to expanding our visual impact.”
A friendly, social space – and a cool, visual enticement – that’s how hardware thrives on the sidewalk.
