As we move into the new year, retailers are looking for new ways to incentivize consumers, establishing loyalty practices that will increase engagement and retention. Two retailers, The Home Depot and Chipotle, have recently expanded their own programs in an effort to grow their relationships.
The Home Depot has expanded its Pro Xtra loyalty program. The updates include new membership tiers — Member, Elite, and VIP — with benefits for professional contractors and builders.
“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, in a statement. “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.”
With Pro Xtra, Home Depot pros earn points with every dollar they spend — the more points, the higher the tier they unlock. Through the expanded program, members can access a new Elite Support Line, which provides exclusive, priority business-related assistance, in addition to VIP experiences, account management services, preferred pricing, and personalized purchase support from the brand.
The Home Depot expects to launch even more benefits across these three tiers throughout the year.
The Pro audience provides a unique opportunity to tap into one of the company’s most significant segments, representing a $450 billion marketplace. According to Hector Padilla, executive vice president of outside sales and service for The Home Depot, Pros make up about 10% of the company’s customer base and about half of its sales.
“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,” said Padilla in a statement. “We’re focused on serving the Pro no matter where, when and how they choose to shop with The Home Depot.”
Chipotle’s Freepotle Rewards