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08/18/2022

Tractor Supply rebrands Petsense, expands loyalty offering

Dan Berthiaume
Senior Editor, Technology
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Tractor Supply Company is making its Petsense brand more appealing.

Tractor Supply Company is refreshing its Petsense banner and opening its Neighbor’s Club loyalty program to Petsense shoppers.

The company’s small-box pet supplies chain, Petsense, will be rebranded as Petsense by Tractor Supply. According to Tractor Supply, Petsense stores will now have a “friendlier, more modern and welcoming” experience. The new external signage and internal décor has been unveiled at the Murfreesboro, Tenn., location with the remaining locations scheduled to be completed by the end of this year.

“Petsense by Tractor Supply offers our customers a differentiated shopping experience with the curated, premium brands and services they love. We’re excited to provide our customers with a more meaningful loyalty program through Neighbor’s Club,” said Matthew Rubin, senior VP and GM of Petsense by Tractor Supply.

Neighbor’s Club offers pet perks
The latest updates to Neighbor’s Club, which currently has more than 26 million members, are designed to add ways to earn new services like free pet washes and grooming. The expansion of Neighbor’s Club benefits to Petsense by Tractor Supply, beginning on Monday, Aug. 22, also includes a “My Pet” personalization which provides a differentiated digital shopping experience with features such as VetInsight, which connects customers with a veterinarian for guidance and recommendations, and Tractor Supply Rx, a feature that gives customers the ability to order pet medications through Tractor Supply.

“Neighbor’s Club has been a true differentiator for Tractor Supply as we’ve seen strong growth in membership enrollment, increased spending levels and industry-leading retention levels with our high-value customers,” said Hal Lawton, president and CEO of Tractor Supply. “Finding new ways to provide additional value through the expansion of Neighbor’s Club to customers at Petsense by Tractor Supply is a natural fit given the complementary nature of the brands. As an industry leader in the fast-growing pet products and supplies categories, the pairing of the two brands with our Neighbor’s Club program continues our history of providing a more rewarding shopping experience for our customers.”

Petsense by Tractor Supply is kicking off the Neighbor’s Club launch and store refresh project by supporting the Hill’s Pet Nutrition’s Food, Shelter & Love Program at all 178 locations nationwide on Saturday, Aug. 27. The program, which began in 2002, provides shelter partners with training, visuals and other digital aids to increase adoption awareness, as well as exclusive discounts on Hill’s brand pet food. Petsense by Tractor Supply will also be hosting a contest on its Facebook page, requesting “Gotcha Day” stories to reward five winners with a Petsense gift card.

Tractor Supply Q2 sales, income rise; lifts guidance
Tractor Supply is refreshing its Petsense banner on the heels of a highly successful quarter. The retailer reported a net income of $396.5 million, or $3.53 per share, for the quarter ended June 25, up from $370.0 million, or $3.19 per share, in the year-ago period. Analysts had expected earnings per share of $3.51.

Sales rose 8.5% to $3.903 billion from $3.602 billion last year, topping estimates of 3.892 billion. Same-store sales increased 5.5%, more than expected, 

Headquartered in Brentwood, Tenn., as of June 26, 2022, the company operated 2,016 Tractor Supply stores in 49 states, a customer mobile app, an e-commerce website, and 178 Petsense by Tractor Supply stores in 23 states.