Tractor Supply Rebrands Pet Specialty Business to Petsense by Tractor Supply, Expands Neighbor’s Club Benefits
Tractor Supply Company has announced that its loyalty program, Neighbor’s Club, will be adding new services for members and new ways to earn through its pet-exclusive retailer, Petsense – which will now be rebranded as Petsense by Tractor Supply. The company anticipates the expansion will deepen relationships with existing customers and help attract new pet customers to both Tractor Supply and Petsense by 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 pet parents 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.”
The latest updates to Neighbor’s Club, which currently has more than 26 million members, are designed to meet evolving pet customer demands by adding 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 Aug. 22, allows customers access to a wider selection of brands, supplies and more at Petsense by Tractor Supply locations, such as premium dog and cat food brands from Fromm, ORIJEN and Royal Canin, among others. The Tractor Supply app also offers a “My Pet” personalization which provides a differentiated digital shopping experience for pet customers like VetInsight, connecting pet parents 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.
“We have had such great success at Petsense over the last couple of years,” Matthew Rubin, SVP and General Manager of Petsense by Tractor Supply said in an interview with Pet Insight. “Certainly we’ve had some tailwinds that have been beneficial; customers moving away from the cities, a little bit more towards urban and rural environments where a lot of our stores are located so that’s been helpful, record high pet adoptions and the humanization of pets and the premiumization of that category is certainly helpful to the overall pet industry, but this connection, both in terms of branding and Neighbor’s Club, really helps bring awareness as we expand. As we open up stores in new markets that may have not heard of the Petsense brand – because even though we’re national, we’re reasonable with our marketing spend and judicious about our costs and so on – so being able to utilize the strength and power of the Tractor Supply brand we believe will give us an economic advantage in new markets. It will also really help with that expansion and take care of the customers that are already shopping Tractor Supply with the Neighbor’s Club Program and everything that goes with that so and continue to really serve pet parents through those relationships.”
Petsense by Tractor Supply locations are freshening things up for customers as well. The new external signage and internal décor has been unveiled at the Murfreesboro, TN location with the remaining locations to be completed 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 Rubin. “Our ability to build and strengthen our relationship with our pet parents and offer them additional value is what makes this expansion really special.”
Petsense by Tractor Supply is kicking off the Neighbor’s Club launch and store refresh project by supporting Hill’s Pet Nutrition’s Food, Shelter & Love Program at all 178 locations nationwide on Aug. 27. The program, which began in 2002, provides shelter partners with training, visuals and other digital aids to increase adoption awareness, plus exclusive discounts on Hill’s brand pet food. In total, Hill’s Pet Nutrition’s Food, Shelter & Love Program has provided more than $300 million worth of food to more than 1,000 shelters, giving more than 12 million pets a home. Additionally, Hill’s provides useful adopter bags with coupons, as well as training and pet parent tips at their New Pet Parent website to pet owners. Petsense by Tractor Supply will also be hosting a contest on their Facebook page, requesting “Gotcha Day” stories to reward five lucky winners with a Petsense gift card.
To learn more about the giveaway and Hill’s Pet Nutrition’s Food, Shelter & Love Program event, visit Petsense and follow Petsense by Tractor Supply on Facebook.