technology solutions to enhance our customer service.<\/p>\nOne of these is Hey GURA<\/strong>. This AI-powered tool enables team members to ask questions on their handheld device, or using their earpiece, if they need more information when helping a customer. The tool is loaded with Tractor Supply\u2019s product information as well as general \u201cLife Out Here\u201d knowledge. For instance, if a customer asks for a recommendation on dog food for sensitive skin, the team member could ask Hey GURA, which would provide the top recommendations available in that store<\/strong>. Or if a team member doesn\u2019t know where a specific product is located a store, Hey GURA can help them find it.<\/p>\nTeam members have adopted this technology with enthusiasm, and we\u2019ve been pleased to see how it contributes to a legendary experience for both customers and our team members.<\/p>\n
RTP: How do you use consumer and associate feedback to best prioritize your tech investments? <\/mark>\u00a0<\/em><\/strong><\/p>\nLockton: <\/strong>In addition to taking into consideration feedback and market and consumer trends, we are a test-and-learn company<\/strong>. We test each feature or tech investment to see if it\u2019s right for our customers, and we use the results of that test to guide our prioritization. This approach ensures that we are making the investments that our customers most appreciate and need.<\/p>\nAdditionally, we are always improving time to market, while ensuring that the tools we provide meet our customers\u2019 expectations. Our test-and-learn process has helped us make faster calls on whether solutions are a go or no-go, so we can move more quickly on the ones that test well and better prioritize workflow.<\/p>\n
RTP: Tractor Supply won a <\/mark><\/em><\/strong>Brand Experience Award<\/em><\/strong> <\/em><\/strong>this year for the enhancements it has made to the branded mobile app. What role does the app currently play in consumers\u2019 shopping behaviors? Have you identified any new opportunities to streamline or personalize the app experience?<\/em><\/strong>
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Lockton: <\/strong>Our research shows that the primary users of our mobile app are our most loyal customers. These customers are typically members of our Neighbor\u2019s Club loyalty program, use the TSC credit card and make frequent purchases. Recognizing this, we have focused on customizing the app experience to cater specifically to these loyal shoppers<\/strong>.<\/p>\nOne significant enhancement we have made is the introduction of an express checkout process. We discovered that most of our customers already have their shipping address and payment information saved in their profiles. However, the previous checkout process required them to re-enter this information.<\/p>\n
Our new express checkout allows customers to complete their purchases directly from an item page, or, if they have a basket built, they can finish the process with just one click. This improvement saves several minutes and enables our customers to return to their day without spending time on low-value tasks. We\u2019re excited to continue to enhance the app experience and ensure that it remains a valuable tool in the shopping journey.<\/p>\n
RTP: What other features have led to better experiences for both consumers and associates?<\/em><\/strong>
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Lockton: <\/strong>We are very proud of our seamless curbside BOPIS<\/strong> (Buy Online, Pick Up In-Store) pickup process. Customers can shop online and pick up their order efficiently, and the experience is streamlined for team members as well.<\/p>\nThe My Pet <\/strong>page allows customers to add information about their pets, so we can provide helpful information and product recommendations while ensuring they know about all the pet services offered in their local store.<\/p>\nAnother popular feature with customers and team members is the ability to request propane refills<\/strong> from the app. Customers can notify the store through the app that they\u2019re outside, and team members will be ready to assist with refills. We are focused on features and capabilities that make life easier for our customers, while also making the team member experience more enjoyable.<\/p>\nRTP: Do you have any other updates on the horizon?<\/em><\/strong>
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Lockton: <\/strong>While we can\u2019t share specific updates, every change and update we make is focused on ensuring that the legendary service we provide in stores extends to our online experience.<\/p>\nCustomers have expressed that one of the reasons they love Tractor Supply is because our team members in stores know them personally \u2014 by name, by the type of pets or animals they have and by their property needs. Our expertise in various categories allows us to help customers find items and make useful, informed product recommendations. We also want to bring that personalization online. We look forward to sharing more in the coming months.<\/p>\n<\/p><\/div>\n
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