The Customer is the Channel with guest Rob Mills, EVP, Chief Technology, Digital Commerce and Strategy Officer at Tractor Supply Company

“Silos belong on farms.”

- Bob Thacker, former, Sears VP Marketing

We're moving on to the 3rd of the "8 Essentials of Remarkable Retail": Harmonized, which revolves around the idea that we must drop our channel-centric thinking, processes and metrics, embrace the blur that is shopping today and see the customer as the channel.

"Harmonized" retail moves us beyond omni-channel. It's not about being everywhere--or simply providing a seamless experience--we have to show up in remarkable ways in those moments that matter the customer journey. When we not only resolve discordant notes, but focus on "amplifying the wow" in our customer's experience, we can orchestrate an intensely relevant and memorable set of outcomes.

With our special guest, Rob Mills, part of the senior leadership team at Tractor Supply Co. we talk about the success Tractor has had defying the retail apocalypse narrative by continuing to open stores (they now have over 1,900) and delivering both legendary customer service and superior financial performance. We also dig deep into their ONETractor strategy, which is all about meeting their customer anytime, anywhere, anyway.

A few of Steve's related Forbes articles:

Tractor Supply Proves Physical Retail is Very Different But Far From Dead.

Omnichannel is Dead: The Future is Harmonized Retail.

Curbside Enthusiasm

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Rob Mills is the EVP, Chief Technology, Digital Commerce and Strategy Officer at Tractor Supply Company. He is an Executive Committee member and charged with guiding the technology, digital/eCommerce and corporate strategic/ business development functions for a publicly traded, fastest growing retailer with 1900+ stores and 30K+ employees in 49 states.

Steve Dennis is an advisor, keynote speaker and author on strategic growth and business innovation. You can learn more about Steve on his website. Remarkable Retail: How To Win & Keep Customers in the Age of Disruption was recently named the best retail book of all time by BookAuthority. It's available in hardcover, audiobook or as a ebook at Amazon or just about anywhere else books are sold. Steve regularly shares his insights in his role as a Forbes senior contributor and on Twitter and LinkedIn. You can check out his speaker "sizzle" reel here.

Michael LeBlanc is the Founder & President of M.E. LeBlanc & Company Inc and a Senior Advisor to Retail Council of Canada as part of his advisory and consulting practice. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience, and has been on the front lines of retail industry change for his entire career. Michael is the producer and host of a network of leading podcasts including Canada’s top retail industry podcast, The Voice of Retail, plus Global E-Commerce Tech Talks and The Food Professor with Dr. Sylvain Charlebois. You can learn more about Michael here or on LinkedIn.

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.