Experience Makers Live

Maintaining a Legendary Customer Experience as Retail Evolves

Rob Mills, Executive Vice President, Chief Technology, Digital Commerce and Strategy Officer, Tractor Supply

Today’s retail environment is rapidly evolving, including changes to our work environments and adjustments due to the pandemic. Beyond this, there has been a significant shift from traditional brick-and-mortar retail to a digitally influenced shopping experience. Creating and maintaining a robust, engaging, memorable digital experience is more challenging than ever before. In this session, you’ll learn how Tractor Supply has embraced this change and communication — not only to maintain but to increase their ability to meet and exceed customer expectations.


Here are some key takeaways from this session:

  • Learn to encourage your culture to embrace change
  • Get details on communicating effectively to your customers and your teams
  • Discover how to time innovation to match customer expectations
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