Case Study

Case Study: Tractor Supply’s “Life Out Here” Strategy Propels The Company Toward Customer Obsession

How A US National Retail Chain Delivers On Customer Obsession

February 9th, 2023
Nicole Murgia, null
Nicole Murgia
With contributors:
Rick Parrish , Bruna Venicio , Ananya Suresh , Shayna Neuburg


Customer obsession — that is, putting the customer at the center of your leadership, strategy, and operations — enables your company to sense and respond to market circumstances. Yet Forrester’s annual state of customer obsession research has found that retail companies are just average compared to other industries. This case study focuses on the success of Tractor Supply Company and shows retail leaders how to deliver on customer obsession through a customer-focused mentality, strong strategy, and continuous improvements.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.