How Tractor Supply Handles Pickup vs Delivery
Tractor Supply Company has effectively harnessed local inventory visibility to enhance both online and in-store customer experiences. By prominently displaying real-time stock information for nearby stores on their website and mobile app, customers can easily determine product availability before making a purchase. This transparency not only builds trust but also encourages customers to utilize services like Buy Online, Pick Up In Store (BOPIS) and curbside pickup. In fact, in 2022, Tractor Supply reported that conversion rates for BOPIS and curbside pickup were 60% higher than for home delivery.
“[BOPIS and curbside] are the most popular fulfillment methods with our customers even today and continue to be a primary avenue,”
Letitia Webster, senior vice president of ecommerce, omnichannel and master data
This strategy of leveraging local inventory serves multiple purposes. It drives online traffic by providing customers with the convenience of checking local stock levels, which can be a deciding factor in completing a purchase. Simultaneously, it increases foot traffic to physical stores, as customers are assured that the products they need are readily available nearby. This approach not only enhances customer satisfaction but also optimizes inventory management across various locations.
For a visual demonstration of how Tractor Supply’s BOPIS system works, you can watch the following video:
By focusing on local availability, Tractor Supply effectively bridges the gap between online and offline shopping experiences, catering to customer preferences for immediate product access and flexible fulfillment options.
