Dive Brief:
- Tractor Supply Company has updated its Neighbor’s Club loyalty program, the retailer announced Tuesday.
- Among the new incentives are a lower threshold to reach the program’s Preferred status, more personalized perks based on shoppers’ interests and purchase history, and a lower 200-point threshold to earn rewards. Active military, veterans and first responders will receive immediate Preferred status starting this summer.
- The three-tiered program is available to shoppers at Tractor Supply and Petsense by Tractor Supply. Since relaunching the loyalty program in 2021, members comprise more than three-fourths of Tractor Supply’s sales, per the press release.
Dive Insight:
When Tractor Supply revamped its loyalty program in April 2021, the retailer began offering perks such as receipt-free returns and free same-day shipping for Preferred Neighbors. The company added more than 5 million new loyalty members as of October that year, pushing the total membership to over 22 million customers at the time, according to Telsey Research Group. The Neighbor’s Club currently has over 30 million members.
Members of the program accrue points for every dollar spent, with higher-tier members accumulating points at a faster rate. Tiers include Neighbor, Preferred Neighbor and Preferred Plus Neighbor, and points can be redeemed for rewards and services. The retailer offers benefits like birthday gifts, full-day trailer rentals and free everyday shipping on standard orders depending on level.
Tractor Supply’s new incentives come after the retailer announced plans to revamp its loyalty program earlier this year.
“Neighbor’s Club is such an important part of our connection with our customers — it’s one of the many ways we bring them value, while personalizing their shopping experiences and rewarding their loyalty,” Kimberley Gardiner, chief marketing officer at Tractor Supply, said in a statement. “These enhancements to Neighbor’s Club will build on and strengthen the incredible experience our Team Members create in our stores as we serve life out here.”
Beyond growing its loyalty incentives, the company is also expanding its physical footprint. Last year, the company announced plans to open more stores, with the aim of growing its store count to 3,000 locations in the U.S.
