Tractor Supply’s Rob Mills On the Future of Data-Driven Loyalty

Here are a few things you need to know about Tractor Supply Company: For one, they pride themselves on being the largest rural lifestyle retailer in the United States, with over 2,000 stores and 50,000 employees. What’s more, they have more than 26 million members in their loyalty club.

In this episode of Tech Transformation, we talk with Rob Mills, Tractor Supply EVP, chief technology, digital commerce, and strategy officer, about how they’re using things like wayfinding, mobile apps, and even artificial intelligence to improve the consumer experience.

Listen to learn:

•Why mobile apps have been a key tool in their success and how they’re evolving the technology

•How Tractor’s teams determine the features that are most valuable to customers

•How apps help drive loyalty for both their customers and employees

•Inside their test-and-learn culture and team engagement

•How and why Tractor is digitizing its store layout – and the benefits

•The opportunities and obstacles of having inventory quantity visible at the store level

•The future for personalization at Tractor Supply

•What Rob wishes Tractor manufacturing partners knew when it came to being a good trading partner

•What’s next for Tractor Supply