Ace Hardware 2013 Annual Report Download - page 24

THE HOMETOWN
HARDWARE
STORE
Mitchell’s key to success can be
summed up in one word: Helpful
Mitchell Ace Hardware in West Bend,
Ore. is not your typical hardware store.
First of all, it’s a true hometown store,
located in the middle of the neighborhood it
serves. Secondly, it doesn’t look like a typical
hardware store. Instead there are three separate
retail areas divided by a central entrance. The
store was built in phases, as both the business
and surrounding area grew. The original business
wasn’t a hardware store at all—it provided
seamstress services and a sewing school.
Owner Bob Mitchell caught the vision of how an
Ace Hardware store could fit the eclectic lifestyle
of West Bend. The goal was to harmonize with
the lifestyle of the area, with residents ranging in
age from eight to 80. The challenge was making
the necessary improvements to the existing
building along with major cleanup and repair of
the grounds, parking lot, and exterior without
losing the existing look and feel of the
neighborhood. Mission accomplished!
With a strong commitment to 20/20 Vision
to “fulfill the helpful promise,” Mitchell Ace
Hardware is one of the largest supporters
of the “Ace Rewards” program in Oregon.
Customers never leave the store without being
asked about the rewards card and having the
benefits explained to them. Bob’s key to success
is summed up in one word: “Helpful.” Local
promotions, donations, and community support
are given a high priority, and store associates
receive bonuses for extreme customer service.
As Bob says, “Anybody can buy and sell
hardware, but our stores stand out above the
rest for customer service. The best service is
free—everything else we charge for—so you
have to make your impression lasting.”
Bob sets the tone, but his staff creates the
welcoming and homey feeling customers get
the minute they enter the store. Associates are
encouraged to have fun at what they do. You
won’t find employees standing around behind
the counter or hiding out in the back room. The
action is on the floor, helping customers. Service
is king at Mitchell Ace Hardware, so associates
that are not service-oriented don’t last long.
Bend, Ore., has a strong local merchant
mindset, and West Bend is the capital of
“Go local or go home.” That’s why Mitchell Ace
Hardware fits so well. If you are ever in the West
Bend neighborhood, Bob invites you to come by,
sit on the covered porch, and visit with the locals
about “their Ace store”—and make sure you
enjoy one of the cookies that the staff regularly
serves. It’s all part of the charm!