What if your website quietly drove five to nine times more sales through your front door than it took online? We sit down with Allison Flatjord, Vice President of Marketing and Ecommerce at Do It Best, to unpack how independent hardware and lumber dealers can use digital to fuel local dominance without losing what makes them unique.

Allison brings a rare blend of engineering rigor and brand instinct from Bath & Body Works and a party supply giant to the built world. She explains why the old way of testing, asking “do you like this?", misses the point, and how watching real usage turns a site into a sales engine. We explore the 80 percent of shoppers who research online before buying in store, the local SEO and inventory signals that turn searches into store visits, and the practical steps to launch fast with a co-op team that handles the heavy lifting.

You’ll hear why the best-performing members showcase their true assortments and niche strengths, think beekeeping gear, lobster pots, or a best-in-town paint bar, so the platform reflects their brand, pricing, and community. We also get personal: marathon lessons, raising twins, and how endurance and curiosity beat shortcuts during digital transformation. The through line is simple: stay obsessed with customer needs, pair tech with human connection, and stack small wins until the flywheel spins.

Topics we cover:
• E-commerce as an in-store sales multiplier
• Data and curiosity as core skills
• Member-first platform design and usability
• Local assortments that keep stores unique
• Research online, buy in-store behavior
• Five to nine times in-store lift from web
• Hands-on onboarding with marketing support
• Endurance mindset for digital change
• Customer obsession over long-term trends
• Balancing tech with personal connection
• Niche category focus to dominate locally

Ready to turn visibility into growth? Head to gritblueprint.com to learn more and book a call to talk about your growth strategy.

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Connect with Stefanie Couch & Grit Blueprint

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👉 About Stefanie Couch & Grit Blueprint

I'm Stefanie Couch, the founder of Grit Blueprint. I grew up in a third-generation building supply business. I've worked inside dealers, distributors, and manufacturers. I built Grit Blueprint to solve problems I saw in our industry.

Grit Blueprint is a visibility, media, and growth partner for manufacturers, distributors, dealers, service providers, and leaders in the building industry.
We help you get seen, build trust, and become unmistakable.