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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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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.
Watch the Video Version
Catch this episode of The Grit Blueprint Podcast on YouTube:
👉 Stefanie Couch on YouTube
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👉 What Is Grit Blueprint?
Grit Blueprint is a media and growth company for the building industry. We help ambitious businesses in the building materials and construction industries grow through visibility, storytelling media, and smart systems.
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Chapters
1. The Ecommerce Multiplier For Store Sales (00:00:00)
2. Show Open And Market Floor Setup (00:01:40)
3. Allison’s Path From Data To Retail (00:02:45)
4. Why Marketing Is More Than A Logo (00:05:45)
5. Joining Do It Best To Lead Digital (00:08:20)
6. Building A Member-First Ecommerce Platform (00:10:50)
7. Local Assortments And Store Independence (00:14:55)
8. Transferable Skills: Data And Curiosity (00:17:45)
9. Changing Habits And Taking The Leap Online (00:21:45)
10. Research Online, Purchase In Store Dynamics (00:25:15)
80 episodes
