I went to Tractor Supply and saw why Wall Street loves the rural retailer, but I wasn't convinced of its appeal to millennial and Gen Z shoppers
Tractor Supply Co. has recently become a darling of Wall Street investors attracted to solid sales growth, healthy profits, and a bright outlook.
CEO Hal Lawton credits the recent sales boom to millennials fleeing from cities to the countryside, but a visit to the store suggests the brand is targeting — and winning — older, wealthier customers. The first thing that stood out about Tractor Supply was the relatively small size of the store – it feels more like an Ace Hardware than a Lowe's.In spite of the smaller scale, the store makes highly efficient use of floor space. Neat merchandise displays seem to occupy every square inch that can be safely used.Shoppers are greeted at the entrance with displays of low-cost impulse buys, like these toy cars...... stuffed animals, and greeting cards with decidedly boomer humor.
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