This video was originally published on Total Retail's sister site, Women in Retail Leadership Circle.

During the August installment of the Women in Retail and Total Retail Virtual Exchange, Kim Lefko, senior vice president and chief marketing officer of Ace Hardware, participated in a discussion with Sucharita Kodali, vice president and principal analyst at Forrester. The two discussed everything from the observed shifts in consumer behavior during the COVID-19 pandemic to how Ace Hardware has adapted its marketing strategy during this uncertain time.

In this video clip from the session, Lefko discusses Ace Hardware's approach to marketing during the current pandemic, including how the company engaged with its customers by modifying its messaging.

To watch the full interview with Lefko from the August Women in Retail and Total Retail Virtual Exchange, as well as interviews with Marla Beck, CEO and co-founder, Bluemercury; Amy Errett, CEO and founder, Madison Reed; Kelly Cook, chief marketing and IT officer, David's Bridal; and more, click here.