If we talking about Ace Hardware, what comes to your mind when you hear the word of 'Ace Hardware'?
For me, I
will answer: 'That is the name of a big store, which I often stopping by to look around, but almost never
buy anything'. The reason is, although it must be admitted that Ace Hardware store sells
unique and good
quality items that are not available in
the other stores, but most of these items are not so
necessary for the daily needs. For example, do you need a set of barbeque grill tool for backyard party at
your house? Well, if your house has a backyard, then maybe
you do. But really, how many houses in Jakarta which has a backyard? This is a crowded
city, you know?
On the other
hand, if you have a big house in elite
area like Menteng, Pondok Indah, or Pantai Indah Kapuk, then the barbeque grill
tool was probably a must have item, and so it is with the other products that
are sold at Ace Hardware. Yup, Ace Hardware, is not an ordinary retail store. They sell the products of home improvement, products that are specifically
designed to improve the quality of your house, as the residence for you and your family. For example, in addition to the barbeque grill tools which mentioned above, you
will find a wall clock with a design that is very, very fancy, at the Ace Hardware, even
though the price is much more expensive than ordinary clock. But for some people, the clock price is
commensurate with the ‘beautiful’ effect that is given to the overall interior
appearance of the house.