The Home Depot expanded its Pro Xtra loyalty program, introducing new membership tiers and benefits for professional contractors and builders. The updated program features three tiers—Member, Elite, and VIP—that will provide pros with more benefits that build as they spend, according to the home-improvement retailer.
The Home Depot said every dollar spent by Pro Xtra members counts toward earning rewards while also allowing members to unlock the next level of benefits. As pros unlock new tiers, they will access additional perks, such as a new Elite Support Line for prioritized, exclusive assistance for business needs, VIP experiences, account management services with personalized support, and preferred pricing, according to The Home Depot. The retailer first launched the Pro Xtra program in 2012.
“Pros make up about 10 percent of The Home Depot’s customer base and approximately half of our sales,” Hector Padilla, executive vice president of outside sales and service for The Home Depot, said in a prepared statement. “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. We’re focused on serving the Pro no matter where, when and how they choose to shop with The Home Depot.”
The Home Depot estimates pros represent a $450 billion marketplace, and the company has been working for the past several years to develop an interconnected pro ecosystem to help pros build their businesses. In recent years, The Home Depot has introduced 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, and other value-added offerings, including credit, tool rentals, and quote centers.
“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.”
