Ace Hardware Corp. claims to be the “helpful place.” As of today it can make good on its motto anyplace with the launch of its mobile commerce web site. Consumers who type AceHardware.com into a smartphone web browser are automatically redirected to the mobile-optimized site.

Consumers can use the site to conduct research, read reviews and purchase all products available on the Ace Hardware e-commerce site. The retailer developed  the mobile site with m-commerce technology provider Branding Brand.

“The launch of Ace’s mobile site is all about being helpful anytime and anywhere consumers want to access Ace,” says Jeff Gooding, director of consumer marketing. “With increasing consumer expectations of mobile technology and the rapid growth of smartphone usage, it makes sense that we would take being helpful to this next level.”

In addition to immediately purchasing products, consumers also have the ability to access My Local Ace. This feature is a GPS-enabled store locator that allows users to quickly view store services, featured brands, upcoming events and store programs for the Ace Hardware store nearest to them. The store locator page also provides links to each store’s available social media channels—including Facebook, Twitter and YouTube—as well as current advertisements and sales information.

Members of the Ace Rewards loyalty program can access their accounts via the mobile site to check point totals, review purchase histories, update profile information and request replacement cards. Consumers also can sign up for the program on their smartphones.

“Our goal is to continue to be a trusted resource for consumers by offering helpful advice and content, directions to any Ace store, plus our extensive and growing product selection, all at their fingertips,” Gooding says. “Consumers count on Ace to help them complete their projects so they can get back to what matters most. Our new mobile site is another example of ways we help consumers maintain their homes quickly and easily, even when they are on the go.”

Ace Hardware is No. 563 in the Internet Retailer Second 500.