Home Depot enhances Pro Xtra loyalty program
The Home Depot announced this morning that it has expanded its Pro Xtra loyalty program.
The move includes new membership tiers and new benefits for professional contractors and builders. With three new tiers, Member, Elite, and VIP, pros will see more benefits that keep building as they spend, The Home Depot said.
According to the home improvement retail giant, customers who enroll the in Pro Xtra program can gain access to specialized perks, business tools to better manage and grow their businesses, exclusive sales, and events in stores and online, paint rewards, along with other benefits.
Each dollar spent by a pro customer in the program counts toward earning rewards while also allowing members to unlock the next level of Pro Xtra benefits.
As new tiers are unlocked, Pros access additional perks such as a new Elite Support Line for prioritized, exclusive assistance for business needs, VIP experiences, account management services with personalized purchase support from Home Depot experts, and preferred pricing.
Additional benefits for members of all tiers will be released throughout the year, the company said.
"Pros make up about 10% of The Home Depot's customer base and approximately half of our sales," said Hector Padilla, executive vice president of outside sales and service for The Home Depot. "To serve the Pro, it's about removing friction through a variety of products and capabilities – whether they visit a Home Depot store for a last-minute need on the way to a job or plan a larger purchase in advance to be delivered to the job site.
Padilla added that the retailer is focused on serving its pro customers “no matter where, when, and how they choose to shop with The Home Depot."
With the pro segment representing a $450 billion marketplace, The Home Depot said it is building a unique, interconnected “Pro ecosystem” to help them build their businesses.
The strategy has included the introduction of new product offerings and capabilities for pros, including job-lot quantities of the right assortment of brands, digital tools, and personalized experiences, a variety of fulfillment options with reliable delivery and prioritization for contractors, and other value-added offerings like credit, tool rental, quote center and more.
"We're always looking for ways to enhance Pro Xtra to best support Pros as their needs grow and evolve, along with their businesses," said Molly Battin, senior vice president and chief marketing officer. "This tiered loyalty system unlocks a new experience of rewards and savings for our Pro customers with more benefits than ever, right at their fingertips."
The Home Depot launched the ProExtra rewards program in 2012.
As of the end of the third quarter 2022, The Home Depot operated 2,319 stores in the United States, Canada, Mexico, Guam, Puerto Rico, and the U.S. Virigin Islands.
While the retailer reported in November that third quarter 2022 sales increased 5.6% to $38.9 billion, The Home Depot noted that sales to pros outpaced revenue from DIYers.
