Brands look to find their place in growing peer-to-peer world

05/28/2013 | Adweek

Brands such as Ace Hardware are tapping into the peer-to-peer transaction "sharing economy." One Ace store in California is hosting Repair Cafe weekends, where residents bring in their broken stuff and Ace helps facilitate fixes. "Peer-to-peer commerce tends to be direct, emotionally satisfying, personal, green and have a very 'now' quality about it -- all catnip for brands hungry for more intimate connections with consumers," Joan Voight writes.

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