The Home Depot Upgrades Pro Loyalty Program

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The Home Depot Upgrades Pro Loyalty Program

By Thad Rueter - 10/05/2020
The retailer’s expanded Pro Xtra loyalty program has new benefits to recognize and reward its pro customers.

The Home Depot has upgraded its loyalty program for its pro customers — a change that reflects the increasing use of mobile commerce by customers, including contractors.

The retailer’s expanded Pro Xtra loyalty program has new benefits to recognize and reward its pro customers. Pro Xtra members can now earn rewards just for shopping at The Home Depot with the ability to unlock and redeem Perks via Home Depot’s mobile app. Each time members unlock a perk, they can choose from different options including Tool Rental Perks and Pro Xtra Dollars. Plus, they can receive surprise bonus perks simply for being a member, the retailer said.

The expanded Pro Xtra program was created based on direct customer feedback and provides a more personalized in-store and online experience, according to The Home Depot. The program’s new mobile-first design allows members to easily track purchases and see savings in real-time by using their Pro Xtra Virtual ID in the app at in-store checkout. Members can access their Virtual ID from the account page in the app, then scan their barcode at checkout to track their spending and help them earn toward Perks.

“Today’s pro customer is more connected than ever, and we’re always looking for ways to meet their needs as they engage digitally and on the go,” said Adolfo Villagomez, senior vice president, online and chief marketing officer, for The Home Depot. “In today’s business environment, saving time and money has never been more critical. Our goal with the expanded Pro Xtra program is to further support Pros as they manage and grow their businesses.”

Pro Xtra launched in 2012.

The update to The Home Depot’s loyalty program comes as other retailers update their own efforts in recent months. Kohl’s stands as one example. Kohl’s Rewards, which the retailer describes as its new simplified loyalty program, offers customers the chance to earn more Kohl’s Cash coupons every day, on every purchase.

The new Kohl’s Rewards improves upon the company’s current Yes2You Rewards loyalty program by offering a simplified structure rooted in the company’s Kohl’s Cash. As well, the company will leverage personalization capabilities to create unique customer deals and perks, driving deeper engagement and creating the most rewarding shopping experience for customers.