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With a legacy that spans nearly a century, Tractor Supply Company (TSC) has grown from a humble mail-order catalog to the largest rural lifestyle retailer in North America. With over 2,500 stores across the U.S., including the Tractor Supply brand and pet-specialty retailer Petsense by Tractor Supply, the company continues to evolve—not just in size, but in how it builds meaningful, lasting relationships with its customers.

Driving customer loyalty for the brand is Joe Leone, Vice President of Marketing, who now leads Tractor Supply’s LEAP team, an integrated unit that oversees Loyalty, Engagement, Analytics, and Personalization. Leone and his team are reshaping the company’s customer experience through data, strategic listening, and a deep commitment to mission-driven loyalty.

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From late-night honey butter chicken biscuits to meme-worthy social engagement, Whataburger has cemented itself as a beloved brand with a fiercely loyal fan base. Founded in 1950 by Harmon Dobson in Corpus Christi, Texas, the company was built on a straightforward promise: to serve a burger so big it takes two hands to hold and so good that customers exclaim, "What a burger!"

Today, Whataburger is in the midst of a multi-state expansion, combining its storied heritage with innovative technology and personalized digital experiences. At the center of this transformation is Keith McLellan, Group Director of Digital Customer Experience.

"As the digital customer experience lead, I'm really focused on leaning into that convenience culture and helping our brand understand the future state of our consumers," McLellan explains. "We're trying to drive the outcome of loyalty through just great food and great service."

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In the current world of customer loyalty, payments and incentives are no longer just transactional, they are foundational elements that shape how customers feel about a brand. For Vince Chiofolo, Senior Vice President of Revenue Strategy at Dash Solutions, the future of loyalty lies in marrying seamless payments with meaningful engagement.

“You can have the best product, service, and price,” Chiofolo explains, “but the payment experience should also be best-in-class.”

Dash Solutions, a fintech pioneer with nearly 30 years of experience, is reshaping how brands deliver rewards and payments. By replacing slow, outdated processes like mailing paper checks with digital, real-time payment options, Dash Solutions makes it easier and faster for businesses to pay customers and employees, while boosting engagement.

“At Dash, our rally cry is ‘make payments mean more,’” Chiofolo says. “We don’t just process payments; we create experiences that motivate behavior and foster loyalty.”