Home Depot Upgrades App to Focus on Loyalty

The newly revamped app lets users track purchases and savings while earning points for rewards.

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Need to Know 

  • Home Depot has launched a new mobile app as part of an upgrade to its loyalty program, Pro Xtra.
  • The new app allows users to scan their app to track purchases and see their savings at checkout, among other perks.
  • Pro Xtra is the latest move by Home Depot to merge its brick-and-mortar operations with a new and improved digital strategy.

Analysis 

Home Depot has upgraded its loyalty program for home improvement professionals, integrating a mobile app that makes it easier to earn and redeem points.

Members of Home Depot’s Pro Xtra rewards program, which first launched in 2012, can now use the app to track their purchases and see savings by scanning their Virtual ID at store checkouts. Pro Xtra rewards include Tool Rental Perks, Pro Xtra dollars (i.e. credits) for future purchases, and other surprises. Pro Xtra members also receive bonus rewards on paint purchases. 

Home improvement professionals who are members of the loyalty program can also sign up for “Local Pro,” a platform that connects home service pros with customers and leads in their community, allowing them to grow their businesses.

In recent years, Home Depot has increased its digital presence to better connect with customers online. The launch of the Home Depot app last year resulted in one of the biggest single days of app downloads. The new rewards app is the latest move as part of the brand’s digital evolution. 

“Home Depot’s integration of its Pro Xtra loyalty program with its mobile app may provide greater convenience to home-improvement professionals and foster stronger brand loyalty for when they decide which retailer to buy from,” wrote Mobile Marketer. “The app not only provides members with greater transparency into the loyalty program but also lets them avoid the inconvenience of carrying clunky membership cards and key fobs that wear out or are easily damaged.”

At the onset of the COVID-19 pandemic, while many other retailers struggled, Home Depot experienced an 80% surge in first-quarter digital sales, largely due to the newly-introduced “click and collect” service. 

In 2017, the home improvement chain invested $11 billion into a digital transformation plan, merging brick-and-mortar and e-commerce shopping into one unified strategy.

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