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Home Depot Enhances Loyalty Program for High-Value Professional Customers

The Home Depot has added three new tiers to its Pro Xtra loyalty program as it seeks to gain a larger share of the $450 billion home building professionals’ market. New perks include an Elite Support Line for prioritized exclusive assistance for business needs and account management services with personalized purchase support from Home Depot experts. The retailer plans to announce additional benefits for the Member, Elite and VIP tiers throughout 2023.

“Pros make up about 10% of The Home Depot’s customer base and approximately half of our sales,” said Hector Padilla, EVP of Outside Sales and Service at The Home Depot in a 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 Pro Xtra program, which launched in 2012, has increasingly focused on providing rewards that help members manage and build their businesses along with more traditional rewards. In October 2022, the retailer launched its Path to Pro jobseeker marketplace, designed to connect skilled tradespeople seeking to work with these professionals.

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