For Tractor Supply Company, buy-online-pickup-in-store is proving a win-win, for both itself and its customers.

With more than 1,600 stores in 49 states, Tractor Supply is the nation’s largest operator of stores dedicated to a rural lifestyle. Online and offline, it offers a wide range of merchandise, from welders and generators to an-imal care products to men and women’s workwear. Stores are typically located in towns outlying major metropolitan markets and in rural com-munities.

Similar to consumers everywhere, Tractor Supply customers increasingly expect a seamless shopping experience, as well as the most convenient way to browse for and buy merchandise. The retailer is delivering on those demands and more with its BOPIS program. What’s more, the pro-gram is providing Tractor Supply with a good upsell in its stores, increas-ing basket sizes and average order size.

Rob Mills, the retailer’s CIO, shared his thoughts about the program — and results — with Chain Store Age.

How did BOPIS become a priority for Tractor Supply Company?

Our customer base values high quality product, merchandise availability and in-store customer service when making a purchase. Besides offering a high level of expertise, we also want to give them a convenient, quick and easy shopping experience. BOPIS fits this criteria.

Our customers can be shop owners or individual customers, and they may not always live very close to a store. So before they drive to a store, it is important for them to know merchandise is in stock.

After discussing the opportunity with our customers, we launched a pilot in a small region among 70 stores in October. Our goal was to understand capabilities and processes in store and learn from our customer experi-ences and expectations. These results helped us fine-tune the program, and we continued…