Hardware Retailing The Industry's Source for Insights and Information
At the Do it Best and True Value 2025 Fall Market, a record-breaking number of retailers, vendors and partners came together for the kickoff event on Friday afternoon, which highlighted the various branding and marketing strategies the companies will be implementing in the coming months.
Do it Best vice president of marketing and e-commerce Allison Flatjord shared how the company has been supporting members with brand initiatives like the Signature Store Design program, a new e-commerce platform, new digital marketing tool and a national advertising campaign on Google.
“We see e-commerce growing consistently, and are happy to still be bringing on new members each month,” Flatjord says. “With all of these new programs, we wanted to make sure to keep true to the flexibility and support that you count on from our team.”
Marketing support for members includes three of what Flatjord calls “easy buttons” to help drive awareness, traffic and sales. The first easy button is an easy promo plan that allows members to enroll in promo pricing and marketing for monthly promos all at one time.
The second easy button is an e-commerce ignition kit, a playbook for members just starting out with the Do it Best platform.
“It’s a total package solution including marketing vehicles and store operations instructions to really get the e-commerce program off to a great start,” Flatjord says. “One of the things that we heard from members is that the site is working well but they need additional support on store operations and driving traffic to the site.”
The final easy button is a postcard power pack. Members have the opportunity to sign up once for two postcards a month to be sent out on behalf of their store, to their local community.
“These three easy buttons are all about creating a way for you to have consistent marketing outreach with reduced effort on your part,” Flatjord says. “We want to help you connect to your community, drive footsteps and grow your business.”
Eric Lane, senior vice president of marketing at True Value, shared three pillars that will shape the investment in the True Value brand. The first pillar is centered on the shopping experience with the launch of national e-commerce in early 2026 to meet the needs of today’s shoppers.
The second pillar is an enhanced and streamlined brand awareness program that will simplify promotions, make it easier to connect to customers and drive traffic. The third pillar is a national advertising campaign with a well-known celebrity, complemented by local marketing efforts.
“These are the foundation of a collective, consistent investment—they go hand-in-hand as we build year after year toward our clear goal: Building True Value brand awareness and driving traffic to your stores,” Lane says.
Lane says research shows that True Value has relatively high brand awareness, but it is primarily among people in the Baby Boomer generation and older.
“But just like your business needs a succession plan, we want this brand to be around for generations to come,” Lane says. “Building brand awareness with Millennials and Gen Z is the foundation.”
The new Destination True Value store format will also execute the brand’s message at the store level, Lane says, spotlighting the iconic True Value logo in its oval format, a nod to legacy branding.
“Our eye-catching exterior is designed to draw people in to discover everything they need, quickly and easily,” Lane says. “What you know as feature endcaps and dump bins are what your customers see as a user-friendly shopping experience that is an extension of the great customer service you provide.”
Lane also shared that True Value will be launching a national e-commerce engine.
“It will do all the things you would expect; show your inventory and your pricing, offer buy online, pick up in store and ship direct to the consumers address if they choose that option,” Lane says. “This is all designed to help you grow your sales and serves as an easy way for customers to get to know you, what you offer and what your brand stands for in your community.”
A refreshed True Value Brand Awareness Program will launch in January 2026.
“We cannot wait to see the impact this has on your business and for the strength of the independent home improvement channel,” Lane says. “As one massive collective, all positive awareness of locally owned businesses benefits everyone. The right brand identity is more than a name—it aligns with your values and long-term goals. Your independence and your brand matter now more than ever.”
