Home Depot Expands Pro Xtra Loyalty Program with New Membership Tiers - Modern Distribution Management

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Home Depot Expands Pro Xtra Loyalty Program with New Membership Tiers

On Jan. 5, the home improvement retailer unveiled three new membership tiers: Member, Elite and VIP.
The company named William 'Billy' Bastek Executive Vice President of Merchandising, effective immediately.

Atlanta-based home improvement retailer The Home Depot said Jan. 5 that is has expanded its Pro Xtra loyalty program with three new membership tiers and added benefits for contractors and builders.

The three new tiers are Member, Elite and VIP, the company said in its announcement. Pros can expect more benefits that keep building as they spend, The Home Depot said.

Customers who enroll in Pro Xtra can gain access to specialized perks, tools to manage their businesses, exclusive sales and events in stores and online, paint rewards and more, the company said.

“Pros make up about 10 percent 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. We’re focused on serving the Pro no matter where, when and how they choose to shop with The Home Depot.”

Every dollar spent counts toward earning rewards, while also allowing members to unlock the next level of Pro Xtra benefits, the company said. As tiers become unlocked, Pros access additional perks, including:

  • 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.
  • Preferred pricing.

Additional benefits for members of all tiers will be released throughout the year, the company said.

“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.”

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