It’s always a pleasure to write about an operator that I genuinely love, so the opportunity to document a visit to one of my top ten favourite retailers on earth is a festive treat as well as a fitting finale for these ramblings for 2019.
There are surprisingly few genuinely national retailers in the USA. I can’t honestly be bothered checking all the numbers, but I think I’m right in saying that - in the sphere of GM/food/drug retailers – it is only the likes of Walmart, CVS, Target, Dollar General, Dollar Tree/Family Dollar and Walgreens that be found in anything like all of the states of the country. This means that there is still a pleasing regionality to sectors like departments stores and supermarkets.
One other retailer which has achieved near-national status (49 states!) is Tractor Supply Company, a brilliant, brilliant retailer that combines a wonderful heritage with a very progressive approach regarding themes such as online, loyalty and customer experience.
I’ve always loved an underdog and I can’t help feeling that TSC gets nothing like the recognition it deserves for its transformation from a tractor parts mail order business established in 1938 into a genuinely impressive multichannel operation with industry-leading strategy and execution.
Perhaps TSC is unfortunate in that it doesn’t operate any sexy flagship stores in downtown Manhattan, or that it specialises in profoundly unglamorous product categories like chickenfeed and gopher repellent. I can’t help feeling that if it sold stuff like cosmetics or expensive spectacles and consistently generated similar financial metrics and shopper satisfaction levels, the retail commentariat would be all over TSC like a rash.
Anyway, it’s one of my favourite retailers to frequent: I never walk out empty-handed (a fair proportion of my wardrobe is from TSC); I always learn something; I always enjoy myself; and I’m always blessed with exceptional customer service from some of most friendly, knowledgeable and dedicated associates I’ve encountered in 20+ years of calling on stores.
Many retailers spend a fortune working up fancy mission statements and then relentlessly underdeliver against them. Not so TSC. They have a delightfully simple vision: “To work hard, have fun and make money by providing legendary service and great products at everyday low prices.” How refreshing is that?
From a shopper point of view, this is translated into “the Company leverages its physical store assets with digital capabilities to offer customers the convenience of purchasing products they need anytime, anywhere and any way they choose at the everyday low prices they deserve.” If you ask me, this is a very simple distillation of what it takes for a retailer to thrive in this era of unparalleled choice, complexity and competition. You rarely see TSC namechecked at retail conferences though. Perhaps they need a pop-up shop with QR codes or something.
TSC posts sales of around $8 billion through over 1,800 stores and its excellent online proposition which includes features like ship-to-store and instore pick-up. Its outlets, normally located on the edge of town in smaller communities across the country, are simple affairs. Simple, and by no means beautiful, but a joy to shop with a coherent layout and shopper journey. There is always a faint whiff of the treasure hunt with changing ranges at the front of the store and seasonal is always executed strongly.
My most recent visit, to the store in Walla Walla, WA, was as flawless as ever. TSC is unlikely to be garlanded with any store design or merchandising awards in the near future, but I’m guessing that relatively few rural homeowners or time-pressed farmers are that concerned about funky lighting or premium fixtures. What they are concerned about, I’m sure, is range, convenience, price and service and TSC delivers on all of these in spades.
As someone who lives in northwest London, I’m not all too familiar with a lot of the products on sale in TSC, but I’m good enough a judge to suggest that the retailer offers strength in both depth and breadth. Coupled with its engaged employees, this assortment means that TSC exudes authority in its chosen field.
One should not underestimate the power of humanity in TSC’s appeal: at a time when some folk in this industry gabble on about facial recognition, I’ve personally witnessed many examples of facial recognition in TSC when a human employee has recognised the face of a human customer, greeted them by name and provided them with a personalised retail experience. Imagine that. Who needs AI and blockchain?
The major categories instore consisted of clothing and footwear, pet care, garden and yard, poultry and livestock, auto, DIY, sports, gifts and toys, and outdoor living. One unexpected treat this time was a trough housing some very cute chicks (TSC sells chicks and ducklings from July – September amid a surge in poultry ownership) alongside an array of equipment and resources to enable punters to start or enlarge a flock.
One enjoyable detour is always to the bookstand (highlights this time included Survival Knives and How to Think Like a Horse) and I was once again unable to resist picking up some random stuff from the checkout zone to add to my basket full of this year’s sartorial must-haves. As per usual, the checkout experience was both efficient and charming.
I’ve said it before and I’ll say it again: there is no such thing as a wasted store visit. There is always something to learn, be that gleaning inspiration from the positives or learnings from the negatives. Sure: TSC is not perfect (the seasonal overhead signage was a bit out), but there are many positives to learn from the retailer. Humble, unassuming, but so very, very good at what they do.
