Ace Hardware launches AI store assistant “Hey ARMA” in over 2,300 stores

Ace Hardware, the world's largest hardware cooperative, has introduced “Hey ARMA,” an AI assistant for its stores. According to a press release by the company, the tool equips red-vested associates with real-time support via handheld devices. It delivers product knowledge, project advice, and recommendations nationwide.

Hey, ARMA is currently in use at stores and helps associates focus on customers. The new technology will strengthen the personal service Ace is known for.

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Boosting associate confidence

“At Ace, we believe technology should make the customer experience better by helping our people do what they do best,” said Andy Enright, Senior Vice President, Retail Strategy & Operations at Ace Hardware, per the press release. “Hey, ARMA gives our associates the information they need in the moment, so they can spend less time searching for answers and more time engaging with customers in a meaningful way.”

The assistant handles product comparisons and project questions. It even aids with items bought elsewhere. Associates can respond with confidence while keeping interactions neighborly, the announcement states.

Store owners praise quick impact

“After 78 years in the hardware business, Hey ARMA is one of the most impactful changes we’ve ever made to elevate the customer service experience,” said Bill Wygal, owner of Bill’s Ace Hardware, a two-store chain in California, as reported by the press release. “With the push of a button, our associates can quickly locate products, understand what they do, and confidently recommend the right solutions for our customers.”

The tool operates in the background. It supports Ace's investment in frontline teams. Hey, ARMA is active in more than 2,300 U.S. stores, with expansion planned.

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“Ace retailers have always set themselves apart through service, expertise, and trust,” Enright added, per the announcement. “Our goal with Hey ARMA is to reinforce those strengths at scale, giving local store teams access to powerful tools while keeping the experience personal – another way we’re delivering on our promise to be the most helpful hardware store on the planet.”

Ace Hardware serves over 5,200 U.S. stores and 8,800 worldwide. Headquartered in Oak Brook, Illinois, it runs distribution centers in the U.S., China, and Mexico, according to the press release. Since 1924, it's been the place with “helpful hardware folks,” as their slogan states.