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.