Matthew Rubin on customer experience
From Matthew Rubin, Petsense by Tractor Supply | Leaders in Customer Loyalty · · Loyalty360
“Loyalty has got to start with the retailer — if you don't have a great experience in the store or on your website, loyalty can wane. A loyalty program is icing on the cake, not the cake itself.”
On , Matthew Rubin, Senior Vice President & President of Digital at Tractor Supply, spoke about customer experience during Matthew Rubin, Petsense by Tractor Supply | Leaders in Customer Loyalty on Loyalty360.
About Matthew Rubin
Matthew Rubin, Senior Vice President and President of Digital at Tractor Supply, has emphasized that friction in the customer experience extends beyond digital interactions. In a February 2026 podcast appearance, he stated that "the friction happens at every stage of the purpose of the purchase journey all the way until the product is fulfilled and in the customer's hands." He noted that Tractor Supply's approach involves ensuring post-purchase communication and fulfillment are strong, particularly for bulkier items, and that adapting to personalize the experience is a competitive advantage. Rubin also said that customers who shop in an omnichannel way visit more often and spend more. In a 2023 interview, Rubin discussed the Petsense by Tractor Supply business and its Neighbor's Club loyalty program, which he said had over 26 million members. He described the program's focus on using data to provide personalized offers and support for customers, including shelter events and adoption assistance. Rubin stated that "loyalty has got to start with the retailer — if you don't have a great experience in the store or on your website, loyalty can wane. A loyalty program is icing on the cake, not the cake itself."