Steve Barbarick
Analyst · Bernstein
Thanks, Greg, and good morning, everyone. I wanted to take a moment this morning to give you a brief update on product performance during the quarter. The progress we're making on building out our capabilities and look forward to the second half of the year. As Greg mentioned, during the quarter, we had a solid comp store sales performance driven by both average ticket as well as continued increases in traffic. The team was nimble and well-prepared to capitalize on the spring selling season with a great lineup of merchandise in our stores as well as online. Our strong average ticket growth of 2.2% was positively impacted by several factors including product mix and overall retail price management. We were able to capitalize on seasonal trends during the quarter. Our updated assortment of outdoor power equipment produced positive results. Tractor Supply continues to be a shopping destination for this important category. Turning to traffic. We've benefited from consistent performance and our everyday merchandise, otherwise known as consumable, usable and edible or CUE products. During the quarter, we were pleased with our sales dollars and unit growth across these consumable categories. For example, we experienced strength in product lines such as pet food and supplies, animal feed, live goods, grass seed and forge to name a few. As a company, our mission is to be a dependable supplier of basic maintenance products and it’s these products that drive repeat traffic to our stores. Turning to big-ticket sales. We had strengthened zero turn mowers, welders, and three-point equipment. Given the seasonal trends in the second quarter, especially in the Northeast and Midwest, we did experience some softness in our front engine molders, cooling products as well as trailers. We were lapping significant big-ticket growth in the second quarter of last year and as a result, our big-ticket sales were down slightly. Lastly, we were pleased that all major product categories delivered positive comp store sales in the second quarter. Our supply chain did an excellent job staying nimble and managing to the needs of the business. Our ability to capitalize on geographic weather trends as a core competency and strength of Tractor Supply. Now let me turn to the progress we are making on building out our capabilities. Consistent with what we communicated at our May Investment Community Day; we continue to be pleased with the traction we are gaining with our key initiatives. Specific examples include capabilities, such as growing our Neighbors' Club engagement, the chain wide rollout of our Stockyard kiosk and mobile point-of-sale technology, enhancing our Tractor Supply credit card offering and investments in our supply chain. As part of our ONETractor Supply, we are auctioning the rich customer data we're receiving from our loyalty program. The data allows us to target specific customer groups based on their frequency and category specific spending. This personalized approach is allowing us to drive engagement and build share of wallet over time. By using our customer data to identify people who shop in specific categories, we're able to target potential new customers and social channels. We then use targeted messaging to these customers because our modeling gives us confidence that they are more likely to purchase in whatever category that we're targeting. This year spring marketing campaign for power equipment was a great example of how we're leveraging our data. We knew we wanted to make a bold statement about our great lineup for power equipment. Our goal was to stay top of mind with our current customers who were in the outdoor power equipment market while also introducing the Tractor Supply brand to new look alike customers. The team created a series of videos featuring brands such as Bad Boy, Cub Cadet and Husqvarna to ensure customers knew that we carry these brands. We then use machine learning to digitally market these videos across multiple online sites to existing customers and potential new customers that had an affinity toward the outdoor power equipment business. With geo targeted these ads around each of our stores. These videos reviewed over 8 million times and linked to more than 300,000 store visits. These are significant and measurable results and we were able to unlock the power of our customer data and be highly efficient with our digital marketing campaigns. Our Neighbor's Club membership growth continues to be a transformational and growing asset to drive brand loyalty with the one-year retention rate at nearly 90% our customer feedback continues to be overwhelmingly positive. The use of Neighbor's Club data to drive sales by improving customer targeting and personalization continues to evolve based on customer insights. Using our new campaign management tool, thousands of versions of each campaign are being deployed as compared to a limited manual process in the past. As a result of more relevant messaging, our personalized campaigns are outperforming the control group. The rollout of our Stockyard kiosks will allow us to provide even more customers with the long tail product assortment as we have well over a 100,000 SKUs on our website. At the store level, the Stockyard kiosks are a proven tool for driving incremental sales. The rollout of these kiosks along with the expansion of mobile point-of-sale technology is anticipated to be completed by the end of the third quarter. The Tractor Supply credit card offering supports our ONETractor strategy by driving sales and building loyalty. We have seen the use of our private label credit card increase across the board as a result of more compelling financing offers. We know that our credit card customers visit our stores more frequently and have a higher average spend. Starting in the fourth quarter of this year, cardholders will be able to earn $5 and Neighbor's Club rewards for every $100 they spend on the card. Essentially a 5% reward. This compares to $5 for every $150 under the existing program. Over time, we anticipate that this will become a key tool in deepening our relationship with our customers, drive loyalty and increase our share of wallet. Let me now briefly highlight a few merchandising initiatives we have for the back half of this year. To build on our portfolio of exclusive brands. Next month we will be introducing a new workwear line called RIDGECUT. We recognize that we have an opportunity to close the gap in our assortment in the workwear category. The brand standards we compared RIDGECUT II includes [ZuluTrade], Filson and Carhartt. The Ridge Cut product line is designed for exceptional quality and durability with a great value proposition. The product line will retail at 20% to 30% less than the national brands. We are very excited about this brand launches we transition into the fall season. We have two additional brands we'll be launching in third quarter. First up is our partnership with Miranda Lambert’s MuttNation Foundation. We will offer an exclusive assortment of branded dog beds, toys, and supplies. To kick off this partnership, we will be hosting a nationwide pet adoption in our stores as a part of our monthlong out here with animal celebration. This event aligns perfectly with MuttNation mission to promote and facilitate the adoption of shelter pets. Just in time for deer season, we'll be launching the Catchin' Deers brand of apparel. This is a fun lifestyle brand for our hunters with a sense of humor. We're the first to partner with this brand that was Co-Founded by Mike Fisher, a former hockey player. Our product assortment will be exclusive to Tractor Supply. We talked a lot about the importance of Retail Theater and during the third quarter in addition to our monthlong Out Here with Animals campaign. We will also be having our Fall Chick Days event across the vast majority of the chain. To wrap up, we believe we are well-positioned to support our customer's need and the second half of the year with our in-store and online product offerings complimented with our store engagement initiatives all supported by a nimble supply chain. I will now turn the call over to Kirk.