Tractor Supply Readies Its 1st Mobile App with Plans for Wayfinding

Lisa Johnston
Editor-in-Chief, CGT
Lisa Johnston CGT

Tractor Supply Company is launching its first mobile app in response to increased demand from COVID-19.

After reporting net sales growth of 7.5% to $1.96 billion in its first quarter, the lifestyle retailer continues to experience record sales during Q2. It forecast net sales growth of 24-29% and comp-store sales growth of 20-25% during the period.

In order to continue to meet the unprecedented demand — and in response to the 70%-plus e-commerce traffic coming from mobile devices — Tractor Supply is accelerating its previously planned tech investments of its first mobile app and a new website.

The iOS and Android app, which will launch in late June, will sync with its Neighbor’s Club loyalty program for personalized shopping experiences. Consumers will have access to all products, services and delivery options currently available on the company's website, including contactless curbside pickup for buy-online-pickup-in-store. 

Future releases of the app will include additional payment options, in-store wayfinding and augmented reality, a company spokesperson told RIS

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The company is also relaunching its website this quarter with an enhanced and simplified purchase journey, as well as improved on-site search enhancements and a refreshed homepage. Its updated architecture is designed to better facilitate the addition of new capabilities moving forward.

Finally, Tractor Supply also revealed that it will extend its $2 per hour bonuses to all frontline hourly associates through June 27, while store managers will receive an incremental $1,000 bonus. All Tractor Supply and Petsense associates will also receive a minimum of $1 per hour raise beginning June 28, and part-time associates will gain access to a benefits package.

The company, which added more than 4,000 new positions over the last six weeks, expects to spend about $55 million on the permanent benefit changes. It operates 1,863 Tractor Supply stores in 49 states and 180 Petsense stores in 26 states.

The company also recently implemented same-day and next-day delivery to 100% of its stores in just three weeks, up from just 20%.  

In RIS’ 30th Annual Retail Technology Study, 47% of retailers said they had already begun or intended to begin within the next two years a major upgrade to their e-commerce platform.

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