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From brick-&-mortar to omnichannel powerhouse, with Rick Lockton of Tractor Supply

Megan Glover

March 11, 2025

Industry interviews

Tractor Supply is proving that the future of retail isn’t about choosing between physical stores and ecommerce—it’s about integrating them. With 80% of its online orders picked up in-store, Tractor Supply has created an omnichannel experience that enhances both digital convenience and in-person service.

In this episode of Ecommerce Toolbox: Expert Perspectives, Rick Lockton, Vice President of Ecommerce at Tractor Supply, shares how the company is leveraging AI, customer-centric strategies, and a test-and-learn approach to drive ecommerce growth.

He reveals how AI-powered tools are improving both customer and employee experiences, why a niche-market focus gives Tractor Supply a competitive advantage, and how data-driven decision-making is shaping the company’s future.

For ecommerce execs navigating the complexities of digital transformation, this episode provides actionable insights into scaling ecommerce while maintaining a strong physical presence.

Omnichannel strategy: Why 80% of Tractor Supply’s online orders are picked up in-store

Tractor Supply serves a unique customer base: rural property owners, DIY enthusiasts, and pet and farm animal owners. These customers live what the company calls the "Life Out Here" lifestyle, and their needs are vastly different from those of urban or suburban shoppers.

Unlike retailers focusing solely on ecommerce, Tractor Supply has embraced an omnichannel model, recognizing that physical stores remain a crucial part of the shopping journey. Rick Lockton attributes this to:

Customer behavior: Rural shoppers prefer picking up large, high-value items in-store rather than waiting for delivery.
Personalized service: Employees provide expert advice and product recommendations that build trust and loyalty.
Operational efficiency: In-store pickup reduces shipping costs while keeping fulfillment fast and seamless.

“We really tailor our assortment and our business strategy around the 'Life Out Here' lifestyle. It allows us to be narrow in scope but very deep in meeting customer needs.”

This focus on a niche market has helped Tractor Supply differentiate itself from big-box retailers and build a loyal customer base.

By blending digital convenience with in-store expertise, Tractor Supply ensures that customers receive the best of both worlds—speed, personalization, and efficiency.

AI-powered retail: Enhancing customer and employee experiences.

Tractor Supply is investing in AI-driven solutions to streamline both customer interactions and internal operations. Key AI applications include:

AI-powered employee tools: Store associates use AI-driven headsets to provide faster, data-backed product recommendations.
AI-generated product imagery: Ecommerce visuals are enhanced through AI, ensuring consistency and high quality.
AI in customer service: AI chatbots and recommendation engines improve digital interactions without replacing human expertise.

“AI isn’t about replacing human service; it’s about enhancing it,” says Lockton. By empowering employees with AI-driven insights, Tractor Supply is improving decision-making and elevating the customer experience.

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A test-and-learn approach to digital innovation

Rather than adopting new technologies at scale without validation, Tractor Supply follows a measured, data-driven approach to innovation.

Example: Before implementing live chat support, the team added a “Need Help?” button to measure demand. Insights from this test phase helped optimize staffing hours, AI support, and operational workflows before a full-scale launch.

Key lesson for ecommerce leaders? Test before you invest. This strategic approach minimizes risk while ensuring new technologies deliver measurable value.

The future of ecommerce: Data, AI, and omnichannel growth

Looking ahead, Rick identifies three major trends shaping the future of ecommerce success:

AI-powered decision-making: Leveraging AI for inventory management, pricing strategies, and personalized customer experiences.
Omnichannel dominance: Seamlessly integrating physical and digital touchpoints to meet evolving customer expectations.
Beyond transactions: Using ecommerce as a strategic tool to improve operations, customer engagement, and long-term growth.

One of the biggest untapped opportunities in retail? According to Rick, it’s empowering internal teams with AI-driven insights—giving employees the tools to work smarter and drive business growth.

Key takeaways for ecommerce executives

Blend digital and physical experiences: Ecommerce should enhance, not replace, in-store convenience.
Leveraging AI to improve efficiency: Use AI tools to empower employees and create seamless customer experiences.
Test before you scale: Validate new technologies with small-scale experiments before full implementation.
Differentiate with a niche market focus: Tailor offerings to meet the specific needs of your customer base.
Invest in AI-driven insights: Use data to improve decision-making, streamline operations, and enhance customer service.

Take the next step: Future-proof your ecommerce strategy

Tractor Supply’s success showcases how retailers can thrive by integrating digital and in-store experiences. As ecommerce continues to evolve, companies that embrace AI, test new innovations strategically, and empower employees with data-driven insights will be best positioned for growth.

Want to optimize your digital experience? See how top ecommerce brands leverage Noibu to detect and resolve conversion-blocking issues. Download our latest industry report to stay ahead of ecommerce trends.