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Tractor Supply Leans on Fulfilment Partners to Boost Its Same-Day Delivery Footprint

By Demitri Kalogeropoulos - Mar 25, 2020 at 10:22AM

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The retailer plans to keep most stores open through the COVID-19 outbreak while stressing digital ordering and delivery.

On Wednesday, Tractor Supply Company (TSCO 3.51%) announced several initiatives adjusting its operations through the initial phases of the COVID-19 outbreak.

The rural lifestyle retailer said it is boosting pay for hourly employees for the period from mid-March to late April while also issuing one-time bonuses to store managers and leaders. This move should help support the continued operation of most of its 1,800 stores across the country even if some have more limited staffing and earlier closing times.

A tractor clears snow on a farm.

Image source: Getty Images.

Tractor Supply is also aggressively expanding its digital selling posture, with plans to have mobile ordering capability at its entire store footprint within a few weeks. At the same time, the retailer has tapped several third-party partners to help it immediately boost its ability to make ultra-fast deliveries.

Over 600 stores have just been added to its same-day or next-day delivery network, the company said in a press release. "The expansion of our mobile point-of-sale [abilities] will allow for a safer shopping experience and improved customer service," CEO Hal Lawton said. "Further, we are significantly increasing our delivery options for customers, with the majority of our stores now having the capability to deliver."

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