Analysis: How Tractor Supply plans to expand its offline footprint to meet pet owner needs

In February, Tractor Supply crossed a milestone by inaugurating its 200th Petsense location in Phenix City, Alabama. 

And far from stopping there, the Tennessee-based retailer aims to expand the business. “We are already looking ahead to our next milestone,” says Matthew Rubin, Divisional President of Petsense by Tractor Supply, in an interview with GlobalPETS.

The company noted in its financial outlook that it plans to open between 10 and 15 new Petsense by Tractor Supply stores in 2024. Rubin highlights that they intend to launch these stores “primarily in small and mid-size communities” nationwide in a bid to meet the needs of pet owners. 

“We want to offer customers a tailored experience while providing the top-quality products they need at a great price,” he adds.

The company also aims to expand its Tractor Supply stores by 80 and open a 1.2 million-square-foot distribution center in Maumelle, Arkansas.

Use of artificial intelligence

Tractor Supply won this year’s CIO 100 Award from Foundry’s CIO. This award recognizes the use of artificial intelligence (AI) in a project to enhance customer service and increase conversion rates.

The award-winning project uses AI in 2 ways. First, it alerts staff members when a line is building at the register and additional help is needed. It also notifies staff when customers are browsing or need assistance in certain areas of the store, eliminating the need for customers to seek out a team member and ask for help.

Second is a generative AI application called “Hey GURA,” which is provided to each of the company’s store team members via their handheld devices.

The app enables them to ask for product recommendations according to a customer’s requirement, build their knowledge about products sold in Tractor Supply stores, learn where a product is located in the store and obtain answers to HR and job-related questions.