Taking the Loyalty LEAP: Tractor Supply's Neil Tenzer, VP Customer Loyalty, Insights, & Engagement Unpacks Customer-Centric Innovation

In Season 10, Episode 16 of the Remarkable Retail Podcast, hosts Michael LeBlanc and Steve Dennis open with a deep dive into the latest turbulence in the retail world. They tackle the U.S. administration’s wobbly trade policies, slowing home sale, and rising inventory risks stemming from ongoing tariffs. They also dissect challenges facing the luxury sector, with Kering posting disappointing numbers and growing concerns around the Saks/Neiman Marcus deal amid financial instability. Meanwhile, Barnes & Noble bucks the trend, announcing 60 new stores in 2025, reinforcing that physical retail remains far from dead.

The second half of the episode features a compelling live interview from Shoptalk in Las Vegas with Neil Tenzer, Vice President, Customer Loyalty, Insights and Engagement at Tractor Supply Company (TSC). Neil provides a masterclass in building a robust loyalty program with real impact. He shares his unique journey—from a Nordstrom associate to a strategy consultant to a senior executive at TSC—and how these experiences shape his approach to customer engagement.

Neil walks through the evolution of Tractor Supply’s Neighbors Club, which now boasts over 39 million members and accounts for 80% of company revenue. He highlights how spending time on customers' properties—understanding their lives firsthand—informs everything from reward program design to personalization strategy. Neil also discusses how TSC thinks differently about loyalty economics: rather than banking on reward breakage, they aim for full reward utilization to deepen customer engagement.

Listeners get a firsthand look at TSC’s approach to micro-segmentation, omnichannel loyalty, and personalization efforts that bridge online and in-store experiences. Neil offers insights into experimental tactics, the application of agentic AI for personalization, and the cultural commitment at TSC to putting the customer first—literally in every loyalty and personalization decision. The episode closes with Neil’s advice to fellow retailers.

 

About Neil

Neil Tenzer is Vice President of Customer Loyalty, Insights & Engagement at Tractor Supply Co. where he is privileged to lead the Neighbor’s Club - one of the largest and fastest growing loyalty programs in retail! With 38+ M members and $12+ B in sales, the program leverages robust analytics and data science to connect each customer with the most compelling marketing and uniquely relevant offers. Neil has 20 years of experience employing data and analytics to lead multinational organizations through growth and turnaround strategy across the healthcare, consumer, and retail spaces. Neil holds a Bachelor’s Degree in Business Economics from Indiana University and an MBA from the University of Oxford.

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 authro 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 the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur.