The founders of The Home Depot, the largest home improvement retailer in the United States, had a special vision.
They aimed to facilitate the work of their customers by providing them with services that make it simple for them to get in, get what they need, and get back to work quickly and easily.
One of the ways they wanted to achieve this was through The Home Depot rewards program, Pro Xtra. So, let’s see how their goals are reflected in the program!
What Is the Home Depot Rewards Program?
The Home Depot’s rewards program, known as “Pro Xtra,” is primarily aimed at professionals in the construction and home improvement industries, but it is open to anyone who wishes to join. Key features of the Pro Xtra program typically include:
- Volume Pricing: This feature allows members to save money by purchasing items in bulk, which is particularly beneficial for professionals who need large quantities of supplies.
- Purchase Tracking: Members can track their purchases and receipts, a useful feature for budgeting and accounting, especially for professionals managing multiple projects.
- Exclusive Offers and Coupons: Pro Xtra members often receive special offers, promotions, and coupons not available to non-members.
- Personalized Offers: Based on a member’s purchase history and preferences, they might receive deals tailored to their needs.
- Tool Rentals: The program sometimes offers discounts or special terms on tool rentals.
- Dedicated Checkout and Order Loading: Some Home Depot locations offer dedicated checkout lanes and order loading for Pro Xtra members, which can save time for professionals.
- Paint Rewards: For those who frequently purchase paint, the program may offer specific rewards or discounts related to paint products.
Membership Page – For The Pros
Due to the fact that contractors, remodelers, as well as construction, installation and repair workers make up a large percentage of Home Depot’s customer base, the company mainly focuses on these professionals with their loyalty program.
Customers can sign up for The Home Depot’s loyalty program immediately from the main page.
The sign-in page is quite simple, and straightforward. At first glance you won’t find too much information about their loyalty program, however.
Only when navigating to the “For the Pro” menu do newcomers get a real look at the advantages of becoming a member.
From here on, prospective members can find extensive descriptions of the benefits and services of the program.
The Home Depot’ s loyalty program ProXtra has a dedicated site where members can get to know how they’ll be rewarded and what kinds of exclusive perks they can enjoy.
Members can also learn about Pro Xtra Business Tools such as the Pro Xtra Virtual ID, reloadable gift cards and commercial credit, and The Home Depot App.
Accessing “My Account” is easy from the main page and members can immediately see some of the features.
Program Structure – Growing Business Together
It provides a personalized in-store and online experience. Customers can either sign up online or in store at the Pro Desk to receive members-only benefits, offers and perks.
The Home Depot offers perks like reserved parking, dedicated checkout lanes, two-hour turnaround on orders, an expanded selection, exclusive discounts, and reduced pricing on orders over $1,500.
Members can unlock their rewards simply by making purchases at The Home Depot, in store or online. Every dollar they spend gets them closer to different perks.
Plus, they also receive bonus perks like free drinks and snacks.
They can even track their progress through The Home Depot Mobile App or by scanning their Virtual ID when checking out to see how far they have come and how close they are to their next perk.
Verified businesses also have access to the Pro Online Experience, which provides expanded online tools to help manage and grow their business, in addition to all the benefits of the Pro Xtra Loyalty Program.
Members can view their purchase history, save multiple lists for fast reorder, create, save and print quotes, see all purchases with a business dashboard, and more.
Members get an extensive explanation of the benefits with the help of Step-by-Step Online Tutorials. Popular features of the program are explained with the help of screenshots which makes the process easier to understand.
Enrollment – A Straightforward Process
When signing up for Home Depot’s loyalty program, customers have two options to choose from: they can either create a personal account or a Pro Xtra Account, depending on whether they are shopping for themselves or making purchases for their business.
Upon creating a Pro Xtra Account, professionals need to provide basic information such as email, company name and address.
Still, the overall process is fairly standard and quick.
After joining the loyalty program, members are provided with several options. For instance, they are able to store their credit cards and save time during checkout or view in-store purchases made with their saved cards.
Members also have the option to use their Home Depot Credit card, which they can link to their account.
Their account allows them to set up an address book with multiple shipping addresses, so they only need to choose the most convenient for them when shopping online.
Or, with the help of instant checkout, customers can buy items in just one step.
Following sign-up, customers receive a welcome email with tips on how to make the most of their account.
Point Accrual – Make a Purchase, Gain a Perk
Pro Xtra is very much a transaction-focused program, with not much room for soft actions. It provides discounts to members who make purchases at The Home Depot stores and on their website.
The extent of the discount they receive is determined by their membership level. Customers only receive perks when they spend money. The more they spend, the more discounts they get.
Although soft actions, such as writing reviews, friend referrals and social media posts, do not involve purchases, they still provide value.
By rewarding non-transactional activities as well you encourage loyalty by showing customers that you appreciate their engagement, even when they aren’t spending money.
There is also a $1,500 order limit which members have to exceed in order to get reduced pricing with the retailer’s Volume Pricing Program (VPP).
With the help of the VPP members only need to assemble their project list for large orders and Pro associates will calculate the lowest price possible for them.
To receive the discount applicable to their current membership level, members need to scan their Pro Xtra Virtual ID prior to completing a purchase.
From time to time, The Home Depot may conduct sweepstakes and other promotions for members or may send them exclusive coupons, personalized offers and discounts based upon program engagement and/or membership type.
Although The Home Depot’s loyalty program is essentially a perks-based program, the amount of discount is calculated according to a tiered structure.
Other program benefits are provided to all members uniformly.
So, in this sense, we can say that The Home Depot has a hybrid loyalty program. However, the company could benefit by providing higher-tier members with additional benefits, encouraging them to spend even more.
A hybrid loyalty program is a great way to mix and match multiple elements in order to create a program that fits your business strategy.
In this case, while perks are granted for every member, tiers ensure that customers get a higher discount as they level up.
Rewards – Get Rewarded While Saving Time and Money
Members of The Home Depot’s loyalty program receive several benefits after joining. Exclusive offers and perks include:
- Dedicated support in store and online
- Tool Rental Perks, including the possibility to rent pro-quality equipment and tools
- Multiple shipping and fulfillment options
- Pro Xtra Dollars and digital reward cards
- Purchase tracking
- Pro Xtra Paint and savings on all paint
Another great benefit of the program is Text2Confirm Authorization, which makes it possible for employers to quickly authorize employee purchases via text.
Plus, members receive personalized offers sent straight to them, like special coupons on products and services.
Members who are verified professional customers also qualify for the Pro Online Experience and they receive additional, exclusive benefits.
In addition, eligible members receive better-than-shelf pricing on select, in-stock items, owing to the Preferred Pricing sub-program.
Plus, The Home Depot Skilled Labor Marketplace is a sub-program which provides members access to search profiles created by candidates available for work opportunities.
Another one of Home Depot’s rewards is their Fuel Rewards program, which allows cents-per-gallon savings that customers earn by shopping at The Home Depot using their Home Depot Credit Card.
Pro Xtra Business Tools include Reloadable Gift Cards, and the Pro Xtra Virtual ID, which allows Pros to track their spending. Members also receive new product updates, video demonstrations and exclusive discounts with The Home Depot Pro Alerts.
Mobile App – Customers Have a Home Depot Store Associate in Their Pocket
Customers can take advantage of the benefits of being a Pro Xtra member via The Home Depot Mobile App, which was ranked No.1 in a study by Forrester due to its functionality and strong user experience.
The application helps customers save time, money, stay organized and better understand the loyalty program. It also provides convenience for home-improvement professionals and fosters stronger brand loyalty.
The application helps customers find what they need fast with the help of image and voice search.
Members can use the barcode reader to scan an item and read what other customers had to say about it. The app also helps customers locate the products with superb in-store visual item mapping, check inventory, or receive guidance on checkout steps.
Another great feature is the true-to-life 3D visual that customers can use to visualize their selected item, and see how it will look, feel and fit.
The Home Depot has given its loyalty program a mobile-first edge.
Should You Join Pro Xtra Loyalty Program?
Deciding whether to join The Home Depot’s Pro Xtra loyalty program depends on your specific needs and shopping habits. Here are some factors to consider:
- Your Purchase Volume: If you frequently shop at The Home Depot, especially for larger projects or in bulk, the volume pricing benefits can lead to significant savings.
- Nature of Your Work or Projects: Pro Xtra is tailored for professionals in construction, remodeling, and similar fields. If you’re a contractor, a real estate investor, or a professional in a related industry, the program’s benefits are directly aligned with your needs.
- Interest in Special Offers and Discounts: If you appreciate receiving exclusive offers and discounts, Pro Xtra can provide these perks.
- Need for Organized Purchase Tracking: For business owners and professionals, the ability to track and organize purchase history and receipts can be extremely valuable for accounting and budgeting purposes.
- Frequency of Tool Rentals: If you often find yourself renting tools, the potential discounts and special terms offered by the program could be beneficial.
- Paint Purchases: If buying paint is a regular part of your shopping, the paint rewards could offer significant advantages.
- Convenience Features: Features like dedicated checkout lanes and order loading can save time, which is a crucial factor for professionals.
In summary, if you frequently shop at The Home Depot, especially for professional or large-scale home improvement projects, joining Pro Xtra can offer meaningful benefits.
For casual shoppers or those who only make infrequent purchases, the advantages might be less significant.
Always consider your specific situation and shopping habits when deciding whether a loyalty program is right for you.
The value of the Home Depot’s loyalty program lies in the benefits that they provide for customers who shop in bulk and buy often. The Pro Xtra Account has many practical features that can help members out with their projects.
The option to link cards to their account, call-ahead ordering and the purchase history facilitate the checkout process. Meanwhile, other elements, such as the mobile application and various pricing programs, help members save time and money.
Overall, The Home Depot rewards program is a simple but great loyalty program combining perks and tiers.
The only disadvantage is that customers who purchase occasionally, and in small quantities, cannot really utilize the program to the fullest.
Meanwhile, to get inspiration for your company’s loyalty program, download our concept worksheet, which will help you explore the elements of the different programs and provide you with handy ideas.