Reassuring Your Customers: Your Local Hardware Store Is Here to Stay

At Hardware Store Marketing Experts (HSME), we’ve spent the last few days working with our True Value clients to make sure one message is crystal clear: Your local hardware store is not going out of business.

For those of us in the hardware industry, we know the facts – True Value’s recent news isn’t about closing stores. But unfortunately, some local media outlets are picking up national headlines and running stories that imply otherwise, often pairing the news with a picture of a beloved local store. Naturally, this is causing confusion and concern in many communities.

The last few days reminded me of the early days of COVID, when we sprang into action to keep customers updated on things like item availability, store hours, and safety protocols. But this time, the urgency felt different. It wasn’t about supply chain issues or health measures; it was about making sure customers knew their beloved hardware store wasn’t going anywhere.

That’s why we’re encouraging all True Value-branded stores to take action and send out a notice to their customers. From what we’ve seen, customers are relieved and happy to hear that their favorite hardware store is here to stay. In fact, many of our stores have received heartfelt messages from customers expressing their gratitude and relief. These little “love letters” remind us how much a local hardware store means to its community.

If you haven’t yet sent an email or posted on social media to reassure your customers, now is the time. First, do both. We also encourage you to go a step further:

– Run a Facebook ad to reach even more of your local community.

– Post a printed version of your letter inside your store for walk-in customers to see.

– Consider placing an ad in your local newspaper to counter any misleading stories.

Here’s an extra tip: If your customers are sending you sweet notes of support, collect those messages and share them with your entire store staff.** Your team may be feeling a little uncertain right now, and these messages of love and gratitude from the community are a perfect shot in the arm. Let them see how much they mean to your customers. It’s a powerful reminder that your store is more than just a place to shop—it’s a cornerstone of the community.

Be sure to thank the customers who send these notes. Take a moment to write them back if they send an email with a personal note—it may take a little extra time, but it’s so important to acknowledge their support. You can also write a public thank you to let your community know that you hear them, and you appreciate their kindness and loyalty.

And we’re here to help you do it. We’ve created a simple, customizable email template that you can personalize with your store details and send to your customers. We recommend on social media to post a picture of your store and team but if you don’t have one and need something quick, we’ll provide a graphic that you can post on social media to spread the word—both completely free, no strings attached.

We’re in this together. If you need any further help, whether it’s with outreach or just navigating these challenging times, don’t hesitate to reach out. We’re here to ensure your store continues to thrive and remains a trusted part of your community.

Let’s keep building together.

P.S. Here’s a Google docs link with the template for your letter/email. Here’s a link to an editable Canva file. Add your logo or download as is. Don’t miss out on making this announcement to your customers!