A key aspect of Tractor Supply Company’s brand mission is providing legendary customer service. That means investing in technology that both directly — and indirectly — supports them as they browse and buy across channels.
Whether customers decide to shop online, use the mobile app or are face to face with an associate, Tractor Supply offers a number of tools that enable inventory visibility, seamless service and fast checkout. As a 2024 winner of Retail TouchPoints’ Brand Experience Awards, the retailer was recognized for the latest improvements to its mobile app, which aims to both be a “digital companion” for customers and to help streamline shoppers’ “phygital” experience.
Some of Tractor Supply’s latest mobile app updates include:
- In-app “store mode” features that use geofencing to offer app users a more personalized, store-based experience;
- An “on my way” feature that notifies team members via their headsets when customers are on the way to pick up their online orders;
- An “ask for assistance” tool, which allows customers to click on the area of the store they’re in to effectively connect an available team member to them in-aisle;
- Barcode scanning that provides easy access to online reviews and fulfillment options; and
- A live chat function with a vet online.
As of October 2024, the Tractor Supply mobile app had more than 10 million downloads and 150 million total visits, garnering nearly perfect scores in the Apple (4.7 stars) and Google (4.3) app stores. But the mobile app is only one piece of a much larger strategy Tractor Supply has developed to better connect customers to Tractor Supply team members (as the retailer calls its store associates), and solidify its culture and community.
During a recent interview, Rick Lockton, SVP of Digital and Ecommerce for Tractor Supply, offered Retail TouchPoints a deeper look into how the retailer identifies and prioritizes its tech innovation opportunities.
Retail TouchPoints (RTP): What are the key things Tractor Supply’s core customers expect online and in stores?
Rick Lockton: Our customers typically own land, have animals to care for and are engaged in various projects around their properties. They live “Life Out Here.” We spend significant time listening to our customers, which helps us understand their needs and priorities and stay aligned with what is important to them.
First and foremost, our customers expect legendary customer service. Our customers often tell us that shopping with us feels like shopping with family. Our team members live in the community, know customers by name, remember their frequently purchased items and create a personable shopping experience. This sense of familiarity and community is highly valued.
Customers also expect us to have what they need when they need it. Our customers also expect high-quality products, a good selection and new, innovative items that help them live their lifestyle. Additionally, if we promise to ship something by a specific date, they expect it to arrive on time. Given their busy schedules and the nature of their work, it is crucial that we are stocked with the necessary supplies.
RTP: You mention how crucial your team members are to bringing the brand promise to life. How have your customers’ expectations translated to new requirements for associates?
Lockton: We hire our customers, so our team members are often already knowledgeable about the product categories we sell. They are part of the community and show genuine excitement while engaging with and helping customers. In addition to ongoing training, we have implemented a number of technology solutions to enhance our customer service.
One of these is Hey GURA. This AI-powered tool enables team members to ask questions on their handheld device, or using their earpiece, if they need more information when helping a customer. The tool is loaded with Tractor Supply’s product information as well as general “Life Out Here” knowledge. For instance, if a customer asks for a recommendation on dog food for sensitive skin, the team member could ask Hey GURA, which would provide the top recommendations available in that store. Or if a team member doesn’t know where a specific product is located a store, Hey GURA can help them find it.
Team members have adopted this technology with enthusiasm, and we’ve been pleased to see how it contributes to a legendary experience for both customers and our team members.
RTP: How do you use consumer and associate feedback to best prioritize your tech investments?
Lockton: In addition to taking into consideration feedback and market and consumer trends, we are a test-and-learn company. We test each feature or tech investment to see if it’s right for our customers, and we use the results of that test to guide our prioritization. This approach ensures that we are making the investments that our customers most appreciate and need.
Additionally, we are always improving time to market, while ensuring that the tools we provide meet our customers’ expectations. Our test-and-learn process has helped us make faster calls on whether solutions are a go or no-go, so we can move more quickly on the ones that test well and better prioritize workflow.
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RTP: Tractor Supply won a Brand Experience Award this year for the enhancements it has made to the branded mobile app. What role does the app currently play in consumers’ shopping behaviors? Have you identified any new opportunities to streamline or personalize the app experience?
Lockton: Our research shows that the primary users of our mobile app are our most loyal customers. These customers are typically members of our Neighbor’s Club loyalty program, use the TSC credit card and make frequent purchases. Recognizing this, we have focused on customizing the app experience to cater specifically to these loyal shoppers.
One significant enhancement we have made is the introduction of an express checkout process. We discovered that most of our customers already have their shipping address and payment information saved in their profiles. However, the previous checkout process required them to re-enter this information.
Our new express checkout allows customers to complete their purchases directly from an item page, or, if they have a basket built, they can finish the process with just one click. This improvement saves several minutes and enables our customers to return to their day without spending time on low-value tasks. We’re excited to continue to enhance the app experience and ensure that it remains a valuable tool in the shopping journey.
RTP: What other features have led to better experiences for both consumers and associates?
Lockton: We are very proud of our seamless curbside BOPIS (Buy Online, Pick Up In-Store) pickup process. Customers can shop online and pick up their order efficiently, and the experience is streamlined for team members as well.
The My Pet page allows customers to add information about their pets, so we can provide helpful information and product recommendations while ensuring they know about all the pet services offered in their local store.
Another popular feature with customers and team members is the ability to request propane refills from the app. Customers can notify the store through the app that they’re outside, and team members will be ready to assist with refills. We are focused on features and capabilities that make life easier for our customers, while also making the team member experience more enjoyable.
RTP: Do you have any other updates on the horizon?
Lockton: While we can’t share specific updates, every change and update we make is focused on ensuring that the legendary service we provide in stores extends to our online experience.
Customers have expressed that one of the reasons they love Tractor Supply is because our team members in stores know them personally — by name, by the type of pets or animals they have and by their property needs. Our expertise in various categories allows us to help customers find items and make useful, informed product recommendations. We also want to bring that personalization online. We look forward to sharing more in the coming months.