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How Tractor Supply Sows Digital Success

As many businesses struggle with competition from e-commerce giants, a new article from financial magazine The Motley Fool shines a light on Tractor Supply Co.’s digital achievements.

The article says the company’s e-commerce growth has doubled for 29 consecutive quarters. To accompany its online inventory, the company offers e-commerce shipments straight to customers’ homes or a buy-online, pickup-in-store feature as well.

Notably, more than 70 percent of the company’s online orders are picked up in-store, “which shows that Tractor Supply’s physical locations are playing an increasingly pivotal role in the fulfillment of its e-commerce business,” the article states.

One of the components the article credits for fueling Tractor Supply’s digital growth is its content marketing strategy. Along with a full e-commerce inventory, the website also features articles and videos geared to the customers the company serves: tips for safeguarding livestock from birds of prey, step-by-step lawn care tutorials and information on the benefits of composting.

That type of content “is helping Tractor Supply position itself as the authority on farming, ranching and DIY,” according to the article.

Making digital strides is a solid focus of the company. In its fiscal year 2018 financial statement, the company says one component of its long-term growth strategy is to “drive profitable growth through new store openings and by expanding omnichannel capabilities, thus tying our website product content, social media, digital and online shopping experience.”

Put in Context

For more information on how Tractor Supply and other leading independent and big-box home improvement companies fared throughout fiscal year 2018, check next month’s issue of Hardware Retailing. The December issue will include the 2019 Market Measure, a complete overview of home improvement financials and industry trends.

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