Episode 43

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Published on:

13th Jun 2024

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

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.



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About the Podcast

Omni Talk Retail
Omni Talk Retail provides news, analysis, and commentary on the latest trends and issues in the retail industry
Omni Talk Retail provides news, analysis, and commentary on the latest trends and issues in the retail industry. It covers a wide range of topics related to retail, including e-commerce, technology, marketing, and consumer behavior. The podcast regularly features industry experts, Chris Walton and Anne Mezzenga, as well as retail thought leaders who all share their insights and perspectives on the latest developments in retail.

About your hosts

Anne Mezzenga

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Anne Mezzenga is an entrepreneurial Marketing Executive with nearly 20 years in the retail, experience design, and technology industries.

Currently, she is one of the founders and Co-CEOs of Omni Talk.

Prior to her latest ventures, Anne was most recently the Head of Marketing and Partnerships for Target’s Store of the Future project. Early in her career, Anne worked as a producer for advertising agencies, Martin Williams and Fallon, and as a producer and reporter for news affiliates NBC New York and KMSP Minneapolis.

Anne holds a BA in Journalism from the University of Minnesota – Twin Cities.

When Anne is not busy blogging, podcasting, or sharing her expertise with clients, she loves spending time with her husband and two boys and partaking in all the Minneapolis food scene has to offer.

Chris Walton

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