Roots to Revenue | Grill Channel Shakeup As Do It Best, True Value Counter Weber

Roots to Revenue

Here's what's happening this week in the world of gardening ecommerce:
- Independent dealers expand grill lineup post-Weber exclusivity.
- Native-first, edible gardens reshape summer purchase intent.
- Homes add year-round outdoor rooms and amenities.
- Celebrities glamorize gardening, lifting premium tool demand.
- Tech brands bundle backyard entertainment; co-marketing play emerges.

⏱️ Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

CHANNEL STRATEGY
Do It Best, True Value Bolster Outdoor Living Offerings
Do it Best and True Value added Broil King and Napoleon to warehouse and drop-ship programs, shortly after Weber’s exclusive tie-up with Ace and Emery Jensen. The move restores a “good, better, best” ladder for independents and reduces reliance on a single flagship brand. Independent dealers and grill makers will feel the shakeup in assortments, co-op marketing, and seasonal promotions.

CONSUMER TRENDS
The Top 8 Garden Trends Of Summer 2025

RESIDENTIAL DESIGN
4 Home Designs For Maximizing Outdoor Living
Architect-led projects highlight seamless indoor–outdoor transitions with covered patios, foldable glass walls, fire features, and integrated amenities. This design direction expands the addressable market for premium grills, heating, lighting, and durable surfaces—supporting higher-ticket baskets and year-round use. Builders and brands can align with curated, space-saving packages for small footprints.

⚡QUICK READS

How A Well-Tended Garden Became The New Birkin: Celebrity gardening content is mainstreaming “garden as status,” likely lifting demand for premium tools, planters, and floral varieties—ripe for creator collaborations and limited-edition drops.(More)

Yaber, BLUETTI, And RayNeo Illuminate The Summer Outdoors: A cross-brand bundle (projectors + portable power + AR glasses) underscores the convergence of tech and backyard living—an opening for garden brands to co-market lifestyle kits around outdoor rooms.(More)

Lawn And Garden Consumables Forecast To $35.4B By 2034: Projected 4.5% CAGR in soils, fertilizers, and seeds signals a durable repeat-purchase engine—prioritize Subscribe & Save, loyalty tiers, and replenishment triggers ahead of 2026 peak.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division