Tractor Supply Company Expands Loyalty Benefits, Targets Pet Owners
Tractor Supply Company’s loyalty program is growing. Neighbor’s Club members will now be able to earn points through the company’s pet-exclusive retailer, Petsense. Through the initiative, the company hopes to tap into a new set of consumers and deepen relationships with existing members.
Benefits under Petsense By Tractor Supply will include free pet washes and grooming. Beginning on August 22, members will also be able to access a wider selection of brands and supplies at Petsense by Tractor Supply locations.
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TCS is leveraging the power of technology through “My Pet” personalization on the company’s app. The digital shopping experience will allow consumers to connect with a vet for guidance and recommendations, and through a Tractor Supply Rx feature, can easily order pet medications.
“Neighbor’s Club has been a true differentiator for Tractor Supply as we’ve seen strong growth in membership enrollment, increased spending levels, and industry-leading retention levels with our high-value customers,” said Hal Lawton, president and CEO of Tractor Supply. “Finding new ways to provide additional value through the expansion of Neighbor’s Club to pet parents at Petsense by Tractor Supply is a natural fit given the complementary nature of the brands.”
“As an industry leader in the fast-growing pet products and supplies categories, the pairing of the two brands with our Neighbor’s Club program continues our history of providing a more rewarding shopping experience for our customers,” Lawton added.
Store Transformations Ahead
As part of the expansion, Petsense by Tractor Supply locations are getting a revamp, showcasing a “friendlier, more modern and welcoming experience.” This will include updated external signage and internal decor, which is already being highlighted at the Murfreesboro, Tennessee location. Remaining locations are set to receive the upgrade by end of year.
The project is kicking off with a campaign to support the Hill’s Pet Nutrition’s Food, Shelter & Love Program at all 178 locations nationwide on August 27. The program was initiated in 2002 and provides shelter partners with training, visuals, and digital aids to increase adoption awareness, providing exclusive discounts on Hill’s brand pet food.
“Petsense by Tractor Supply offers our customers a differentiated shopping experience with the curated, premium brands and services they love. We’re excited to provide our customers with a more meaningful loyalty program through Neighbor’s Club,” said Matthew Rubin, senior vice president and general manager of Petsense by Tractor Supply. “Our ability to build and strengthen our relationship with our pet parents and offer them additional value is what makes this expansion really special.”
Tractor Supply’s loyalty program was updated last year and now features three tiers: Neighbor, Preferred Neighbor, and Preferred Plus Neighbor. It was recognized on our “10 Hottest Retail Loyalty Plans in 2022” list earlier this year.
