Tractor Supply SVP Of Digital On Omnichannel Success, Org Design & Staying Agile | CommerceNext 2024

Omni Talk Retail

In this exclusive interview recorded live from the Ownit AI Studio at CommerceNext 2024, Rick Lockton, SVP of Digital at Tractor Supply Company, shares insights on navigating the challenges and opportunities of omnichannel retail. With a background in merchandising and over a decade of experience in digital product management, Rick discusses the importance of organizational design, incentives, and collaboration between digital and store teams. Rick shares his priorities for Tractor Supply, including improving site conversion, leveraging AI in marketing, and building a CDP to better understand and engage customers. He also touches on the value of adopting agile methodology and a product mindset in key areas of the business, such as e-commerce and merchandising. Discover how Tractor Supply is driving digital transformation and omnichannel success by staying close to customers, integrating store and digital experiences, and embracing new retail technologies in this engaging conversation.