Tractor Supply CMO Kimberley Gardiner on the Power of "Life Out Here." PLUS : Grocery's Shaky Middle and Starbucks Convenience Pivot

Recorded live on the CommerceNext Growth Show main stage in NYC, Steve Dennis sits down with Kimberley "KG" Gardiner, Chief Marketing Officer of Tractor Supply Company, who traces her path from senior marketing roles at Toyota, Lexus, and Volkswagen to leading one of America's most distinctive lifestyle retailers — 2,400 stores, 50,000-plus team members, and a culture she felt firsthand walking a Virginia store with CEO Hal Lawton during her interview. She explains how the "Life Out Here" platform works as a strategic decision filter, not a tagline, and walks through five core customer segments — from the Country Dabbler to the Big Barn customer, who shops up to 52 times a year. The conversation digs into the jobs-versus-joy duality of the Tractor Supply shopper, the balance of AI and human connection in stores, and why frictionless isn't always the goal. KG breaks down the retailer's proprietary in-store LLM, "Hey Gura," which helps team members field questions on everything from sick livestock to pet nutrition — and explains why 80% of online orders get fulfilled through stores. As she puts it: digital scales convenience, but stores scale trust.

Up front, Steve and Michael open on the Strait of Hormuz, where ceasefire whiplash has eased fuel prices but left them well above pre-incursion levels. Fresh Moody's data on the K-shaped economy lands hard: the top 20% of US households now drive 60% of consumer spending, their outlays up 6.5% year-over-year, while the bottom 80% can't keep pace with inflation. That split is finally hitting grocery — Kroger comped 1%, Albertsons 0.7%, Publix flat — while Walmart, Costco, Amazon, T&T, Whole Foods, and Sprouts keep surging. The unremarkable middle is collapsing in grocery just as it did in department stores and category killers.

After the interview, Steve recaps CommerceNext, including a sharp Mickey Drexler fireside with Simeon Siegel on taste, curation, and craftsmanship, before unpacking Walmart's $1.4B Vibe.co acquisition — a connected-TV play that rhymes with the earlier Vizio deal. On the prediction tracker: Starbucks is tapping the brakes on its all-third-place strategy, teasing up to 5,000 smaller, drive-through-led US locations. On the radar: an early start to back-to-school promos and a moved-up Prime Day, both hinting at margin pressure ahead. Michael closes on disappointing FIFA World Cup numbers across host cities, and crowns Taylor Swift the clear winner in the economic-contribution battle.

Steve's Starbucks Prediction

Registration is open for a special webinar featuring Steve in conversation with Placer AI's Head of Analytical Research RJ Hottovy. From changing shopping patterns to emerging market opportunities, shifting consumer demand continues to reshape the industry. So don't miss this data-driven session unpacking the most important trends defining today’s marketplace and the strategies leading brands are using to win retail's future. It's all brought to you by Placer.AI and It all happens on Tuesday September 29 at 1pm ET..

Register here today:

https://www.placer.ai/discover-events/discover-shifting-consumer-demand

About Us

Steve Dennis is a strategic advisor and keynote speaker focused on growth and innovation, who has also been named one of the world's top retail influencers. He is the bestselling author of two books: Leaders Leap: Transforming Your Company at the Speed of Disruption and Remarkable Retail: How To Win & Keep Customers in the Age of Disruption. Steve regularly shares his insights in his role as a Forbes senior retail contributor and on social media.

Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail, The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast. He has been recognized by the NRF as a global Top Retail Voice for 2025 and 2026 and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.