Mega retailer The Home Depot touted the success of its Pro Xtra loyalty program during its Aug. 19 earnings call with investors, saying it added more than 200,000 subscribers in the past quarter alone. According to Marvin Ellison, the company's executive vice president of retail, the company currently has 1.7 million subscribers in its database.
Pro Xtra is a free membership program designed to convert some remodelers and small builders into regular customers with more transparency of purchasing and accounts, exclusive discounts, and a suite of business tools a small business couldn't normally afford to license.
"We’ve also rolled out recently things like credit protection against any type of fraud," said Ellison. "We get a discounted background check, so you name it, we have quite a few things."
Could some of your smaller customers migrate to the big-box format? The Home Depot hopes so. "If we had either a 5% increase in our ticket or three more transactions per pro per year, it’s a $1.2 billion opportunity," says CFO Carol Tomé.