For the Tractor Supply Company, revenue growth was dependent on the birds—literally. Bulk birdseed was one of its biggest profit centers, but the company was challenged to generate more revenue by selling more seed. Enter Graphica. We showed the Tractor Supply Company how to redesign and expand its product offering by feeding consumer demand for choice, customization, and fun.

Graphica created Backyard Birds, a store-within-a-store devoted to the bird enthusiast. Bold signage showed consumers how to attract specific birds based on custom seed mixes they could create themselves. To appeal to female consumers, we developed an extended line of products that included do-it-yourself birdhouse kits, bird watching supplies, and creative bird nest materials.

With playful imagery that popped, Backyard Birds became an artfully crafted center to draw in bird enthusiasts. The personalized seed mixes provided the means for a significant upswing in sales, while the customizable line of bird-related products could promote cross-selling opportunities. With this novel solution, the Tractor Supply Company was ideally positioned to feather a profitable nest in this multi-billion dollar market.