Tractor Supply Co. partnered with ITG in late 2025 and is already seeing an impressive 32% reduction in email marketing costs through our proprietary Storyteq technology.
When Tractor Supply Co. — one of the largest rural lifestyle retailers in the US — went looking for a new marketing partner in 2025, it did so with a clear challenge to solve.
The brand has 2,400+ stores across 49 states, but its growth potential was being stunted by marketing capacity restraints, which were making it difficult to continue delivering the meaningful connections both new and existing customers seek.
With ambitious expansion plans already in place, Tractor Supply Co. needed to create content across a greater variety of touchpoints, without increasing budget or headcount — and teamed up with ITG to make it happen.
“ITG has been an outstanding partner from day one,” says Kimberley Gardiner, Tractor Supply Co.’s Chief Marketing Officer. “We had a seamless onboarding experience with its Storyteq technology, clear guidance, and a setup process that felt structured and easy every step of the way.”
Now that our AI-powered Storyteq platform is providing a center point for all promotional content and data, Tractor Supply Co.’s in-house creative teams can ideally spend less time on repetitive content versioning, and more on the ‘hero’ ideas that drive growth and brand loyalty.
Underneath that tech layer sits the ITG team, bringing our own creative expertise and knowledge when it comes to building templates, providing guidance around customization, and more.
“ITG’s team operates like a true extension of ours, and Storyteq has brought automated workflows and creative efficiencies that have already saved us meaningful time,” Gardiner continues. “We’ve got technology doing the heavy lifting in terms of scale, and we’re still delivering work that feels thoughtful and on brand.”
The result of this new infrastructure provided by ITG? A 32% reduction in the cost of Tractor Supply Co.’s email marketing, while the retailer is simultaneously delivering content across additional and expanding touchpoints.
What’s more, the repeatable and scalable nature of our model means Tractor Supply Co. can expect further savings over time.
“The way Tractor Supply Co. went about this process was incredibly smart,” Heather Collins, our President (Americas) remarks. “The team already had a solid understanding of what was working well, which put us in a strong position to optimize those elements and use them as a test case to show where else we could add real value.
“It’s a truly collaborative partnership and there’s a lot of space for us to grow together, creating new efficiencies in areas such as content automation and personalization at scale.”