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Home Depot expands loyalty perks for professional customers

home depot
Home Depot is adding features to its Pro Xtra professional loyalty program.

Trade industry professionals have new reasons to join The Home Depot’s Pro Xtra loyalty program.

The home improvement giant is unveiling new membership tiers and benefits for its Pro Xtra loyalty offering, which is aimed at professional contractors and builders. This includes the creation of three new loyalty tiers, Member, Elite, and VIP. Home Depot initially launched Pro Xtra in 2Trade industry professionals have new reasons to join The Home Depot’s Pro Xtra loyalty program.012.

Every dollar spent by Pro Xtra participants counts toward earning rewards, while also allowing members to unlock the next level of Pro Xtra benefits. As new tiers are unlocked, Pros gain access to 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.

Home Depot plans to release additional benefits for members of all Pro Xtra tiers throughout the year. Other perks include exclusive sales and events in stores and online, as well as paint rewards.

"Pros make up about 10% of The Home Depot's customer base and approximately half of our sales," said Hector Padilla, executive VP 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."

"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 VP and chief marketing officer, The Home Depot. "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."

Home Depot provides pros with services

Home Depot offers a number of services geared toward home improvement industry professionals. These include the Path to Pro network, a job training and placement website which is part of The Home Depot's larger Path to Pro program. Path to Pro is designed to help address the growing skilled labor shortage in the U.S.

Announced at the end of 2020 and launched in 2021, the Path to Pro Skills Program offers a free training program for those interested in pursuing and growing a career in the skilled trades and prepares them for their first job.

The company also operates an order fulfillment operation in the Atlanta area that offers same-day and next-day delivery of the most popular products primarily ordered by institutional business customers for their maintenance, repair and operational needs.

Atlanta-based The Home Depot is the world's largest home improvement specialty retailer. At the end of the third quarter of fiscal year 2022, the company operated a total of 2,319 retail stores in all 50 states, the District of Columbia, Puerto Rico, the U.S. Virgin Islands, Guam, 10 Canadian provinces, and Mexico. 

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