The Home Depot, which increasingly is drawing more sales from B2B ecommerce, wants its contractor customers to feel at home.
The chain retailer says B2B digital sales make up a big chunk of its customer sales. It is adding new perks to its loyalty program.
The Home Depot Inc. ranks No. 4 in Digital Commerce 360’s Top 1000 database. The Top 1000 ranks North American e-retailers by web sales.
Home Depot’s new loyalty program perks include:
- A new elite support line for prioritized, exclusive assistance for business needs, VIP experiences, and account management services
- Personalized purchase support from Home Depot experts
- Preferred pricing
The retailer said it will release additional benefits for members throughout the year.
“Pros make up about 10% of The Home Depot’s customer base and approximately half of our sales,” says Hector Padilla, executive vice president of outside sales and service for The Home Depot. “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.”
Pro Xtra and professional contractors
Professional contractors represent a $450 billion marketplace. So, The Home Depot is building a unique, interconnected ecosystem to help them build their businesses, the retailer says. The company has introduced new product offerings and capabilities. They include:
- Job-lot quantities of the right assortment of brands, digital tools and personalized experiences
- A variety of fulfillment options with reliable delivery and prioritization for Pros
- Other value-added offerings like credit, tool rental, and quote center.
“We’re always looking for ways to enhance Pro Xtra to best support Pros as their needs grow and evolve, along with their businesses,” says Molly Battin, senior vice president and chief marketing officer. “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.”
Since launching Pro Xtra in 2012, the program has continued to expand its benefits and rewards with more ways to support contractors, Home Depot says.
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