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這家500強公司利用科技服務農村客戶,銷量逆勢大漲

新手炒股指南: 這家500強公司利用科技服務農村客戶,銷量逆勢大漲

王波非(Phil Wahba) 2020年06月10日
有人可能錯誤地以為農村購物者不像城市購物者一樣重視快速電商配送,但該公司卻將這項服務放在首要位置。

2019沪指年线位置 www.839841.tw

零售商Tractor Supply公司向農村市場的休閑農場主和牧場主銷售飼料、割草機、雞舍和寵物食品等商品,但在疫情期間,該公司卻成了能夠最靈活利用科技和電子商務的實體零售商。

該公司憑借這種能力排在了《財富》美國500強的第380位。其2019年的銷售額高達83.5億美元,成為因為新冠疫情受益最大的零售商之一。

該公司表示其預計截至本月末的季度銷售額將增長24%至29%。在疫情封鎖期間,Tractor Supply公司被視為是必不可少的,這對它而言當然是一種優勢,但該公司在雄厚的基礎之上大力發展技術,也提升了自身的實力。

在疫情爆發后的幾天內,該公司就開始提供在線訂單店內自提服務,同時還為客戶提供了路邊自提的無接觸購物方案。百思買(Best Buy)和PetSmart等商店也提供了這種服務。為了進一步完善這兩項自提服務,Tractor Supply還升級了官網。早在疫情爆發之初,該公司就迅速為員工配備了更先進的移動設備,讓他們在店鋪內可以隨時隨地為客戶結賬,避免了結賬排隊的現象。在人們都不愿意在店內長時間逗留的時期,這是一種很好的解決方案。

在今年1月上任的CEO哈爾·勞頓的領導下,Tractor Supply即將發布第一款移動購物應用。勞頓此前任梅西百貨(Macy’s)董事長,還曾在eBay和家得寶(Home Depot)任職。

在6月3日召開的投資者電話會議上,勞頓說:“我們相信,在當前這種時期,強者會越強。我們將努力抓住此次?;吹幕??!?

有人可能錯誤地以為農村和城市遠郊的購物者不像城市購物者一樣重視快速電商配送,但Tractor Supply卻將這項服務放在首要位置。在疫情爆發之前,Tractor Supply已經開始在20%的門店提供當日配送服務。Tractor Supply旗下還包括美國第三大寵物用品連鎖店PetSense。Tractor Supply與快遞服務Roadie合作,在三周內將這項服務擴展到所有店鋪,使其有能力與亞馬遜(Amazon)和Chewy競爭,家得寶和勞氏(Lowe’s)更不在話下。

Tractor Supply在1938年創建于北達科他州邁諾特,目前總部位于納什維爾附近,其出色的業績在華爾街獲得了豐厚的回報。自美國3月中旬施行封鎖以來,Tractor Supply的股價上漲了92%,接近歷史最高,使公司的市值達到140億美元。

該公司旗下擁有1,800家同名連鎖店,雖然產品種類繁多,但并非無所不包。該公司銷售近15,000種商品,無法與家得寶和沃爾瑪等超市大賣場相提并論。Tractor Supply門店的面積通常為15,000平方英尺,與CVS或沃爾格林(Walgreens)相當。以上特點意味著這些門店很容易讓客戶快速完成購物過程,這是目前客戶最重視的體驗。

勞頓說:“Tractor Supply公司的門店可不像其他大賣場一樣讓人望而生畏?!保ú聘恢形耐?/p>

譯者:Biz

零售商Tractor Supply公司向農村市場的休閑農場主和牧場主銷售飼料、割草機、雞舍和寵物食品等商品,但在疫情期間,該公司卻成了能夠最靈活利用科技和電子商務的實體零售商。

該公司憑借這種能力排在了《財富》美國500強的第380位。其2019年的銷售額高達83.5億美元,成為因為新冠疫情受益最大的零售商之一。

該公司表示其預計截至本月末的季度銷售額將增長24%至29%。在疫情封鎖期間,Tractor Supply公司被視為是必不可少的,這對它而言當然是一種優勢,但該公司在雄厚的基礎之上大力發展技術,也提升了自身的實力。

在疫情爆發后的幾天內,該公司就開始提供在線訂單店內自提服務,同時還為客戶提供了路邊自提的無接觸購物方案。百思買(Best Buy)和PetSmart等商店也提供了這種服務。為了進一步完善這兩項自提服務,Tractor Supply還升級了官網。早在疫情爆發之初,該公司就迅速為員工配備了更先進的移動設備,讓他們在店鋪內可以隨時隨地為客戶結賬,避免了結賬排隊的現象。在人們都不愿意在店內長時間逗留的時期,這是一種很好的解決方案。

在今年1月上任的CEO哈爾·勞頓的領導下,Tractor Supply即將發布第一款移動購物應用。勞頓此前任梅西百貨(Macy’s)董事長,還曾在eBay和家得寶(Home Depot)任職。

在6月3日召開的投資者電話會議上,勞頓說:“我們相信,在當前這種時期,強者會越強。我們將努力抓住此次?;吹幕??!?

有人可能錯誤地以為農村和城市遠郊的購物者不像城市購物者一樣重視快速電商配送,但Tractor Supply卻將這項服務放在首要位置。在疫情爆發之前,Tractor Supply已經開始在20%的門店提供當日配送服務。Tractor Supply旗下還包括美國第三大寵物用品連鎖店PetSense。Tractor Supply與快遞服務Roadie合作,在三周內將這項服務擴展到所有店鋪,使其有能力與亞馬遜(Amazon)和Chewy競爭,家得寶和勞氏(Lowe’s)更不在話下。

Tractor Supply在1938年創建于北達科他州邁諾特,目前總部位于納什維爾附近,其出色的業績在華爾街獲得了豐厚的回報。自美國3月中旬施行封鎖以來,Tractor Supply的股價上漲了92%,接近歷史最高,使公司的市值達到140億美元。

該公司旗下擁有1,800家同名連鎖店,雖然產品種類繁多,但并非無所不包。該公司銷售近15,000種商品,無法與家得寶和沃爾瑪等超市大賣場相提并論。Tractor Supply門店的面積通常為15,000平方英尺,與CVS或沃爾格林(Walgreens)相當。以上特點意味著這些門店很容易讓客戶快速完成購物過程,這是目前客戶最重視的體驗。

勞頓說:“Tractor Supply公司的門店可不像其他大賣場一樣讓人望而生畏?!保ú聘恢形耐?/p>

譯者:Biz

Tractor Supply Co might be a retailer selling things like livestock feed, lawnmowers, chicken coops, and pet food to recreational farmers and ranchers in rural markets, but it has emerged as one of the most deft brick-and-mortar retailers using technology and e-commerce during the current pandemic.

That prowess has led Tractor Supply, No. 380 on the Fortune 500 with 2019 sales of $8.35 billion, to be one of the big retail winners from the COVID-19 outbreak.

Last week, the company said it expects sales in the quarter ending late this month to be up between 24% and 29%. While being deemed essential during the lockdowns was an advantage, Tractor Supply has helped itself by going all in on tech, building on some already solid foundations.

While the company already offered in-store pickup for online orders, in just a matter of days at the start of the pandemic, it launched curbside pickup, a contactless option for customers that has also been implemented by stores like Best Buy and PetSmart. Tractor Supply is also relaunching its website to improve both pickup options. Early in the COVID-19 crisis, it quickly gave employees better mobile devices that let them bust checkout lines by ringing up customers from anywhere in the store, a great option at a time when people don't like lingering.

And under the leadership of its CEO since January, Hal Lawton, who had previously been the president of Macy's after stints at eBay and Home Depot, Tractor Supply is about to launch its first mobile shopping app.

"We believe the strong will get strong during this period of time, and we’re committed to capitalizing on the opportunities that this crisis presents," Lawton said on an investor call on June 3.

While some people might mistakenly believe think rural and exurban shoppers are less focused on fast e-commerce delivery than urban customers, Tractor Supply has made that a priority. Prior to the pandemic, Tractor Supply, which also operates PetSense, the third largest pet store chain, offered same-day delivery from 20% of its stores. Working with delivery service Roadie, the company ramped that up to the rest of its store fleet within three weeks, allowing Tractor Supply to compete effectively with Amazon and Chewy, not to mention Home Depot and Lowe's.

Tractor Supply, founded in 1938 in Minot, North Dakota and now based near Nashville, has been handsomely rewarded by Wall Street for its strong performance. Shares are up 92% since U.S. lockdowns started in mid-March and are near all-time highs, giving it a market capitalization of $14 billion.

The company, whose namesake chain has 1,800 stores, also benefits from having a lot of choice, but not endless varieties within its product categories. That includes nearly 15,000 items, a fraction of what big box stores like Home Depot and Walmart offer. And Tractor Supply stores are typically about 15,000 square feet in size, comparable to a CVS or a Walgreens. That means they are easy to navigate for a quick in-and-out trip, something customers prize right now.

"It’s not intimidating like the other big boxes out there are," said Lawton.

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