How Tractor Supply is Driving Ecommerce Growth with Rick Lockton, VP of Ecommerce at Tractor Supply
March 19, 2025
Welcome to the 76th episode of Ecommerce Toolbox: Expert Perspectives! This time, host Kailin Noivo sits down with Rick Lockton, VP of Ecommerce at Tractor Supply, for an in-depth discussion on how the company is innovating in digital retail while maintaining its strong physical store presence. Rick shares insights into his career journey from Walmart to Tractor Supply, the evolution of ecommerce in retail, and the strategic balance between digital experiences and in-store service. He also dives into AI adoption, customer-centric strategies, and the unique challenges of serving a specialized customer base.
Welcome to the 76th episode of Ecommerce Toolbox: Expert Perspectives! This time, host Kailin Noivo sits down with Rick Lockton, VP of Ecommerce at Tractor Supply, for an in-depth discussion on how the company is innovating in digital retail while maintaining its strong physical store presence. Rick shares insights into his career journey from Walmart to Tractor Supply, the evolution of ecommerce in retail, and the strategic balance between digital experiences and in-store service. He also dives into AI adoption, customer-centric strategies, and the unique challenges of serving a specialized customer base.
What You’ll Learn:
- The evolution of digital retail at Walmart, Ashley Furniture, and Tractor Supply
- How Tractor Supply blends digital and in-store experiences
- Why 80% of ecommerce sales are picked up in-store
- The role of AI and automation in ecommerce
- Lessons from testing new digital strategies before scaling