Why This Matters to Distributors: Loyalty programs are becoming broader business platforms rather than simply offering product discounts. The Home Depot’s latest expansion reflects growing competition for professional customers through digital tools, business services, and third-party partnerships, raising expectations across the distribution channel.
The Home Depot is expanding its Pro Xtra loyalty program by adding business services and discounts on fuel, food, and work apparel as it continues to strengthen its offering for professional contractors.
The retailer announced Monday that Pro Xtra members now have access to new partner benefits from 7-Eleven, Jimmy John’s, Tecovas and Rosie’s AI Answering Service. The offers are available immediately through the Pro Xtra Rewards Hub to all members, regardless of spending level or membership tier.
The expanded program is intended to support contractors beyond the purchase of building materials by providing savings on operating expenses and access to business management tools.
The new benefits include fuel discounts at 7-Eleven, savings on Jimmy John’s catering orders, discounts on Tecovas work boots and a free trial plus two months of service from Rosie’s AI Answering Service, an artificial intelligence platform designed to help contractors manage incoming customer calls and capture sales leads.
The Home Depot said the partner offers will be updated quarterly and will focus on four categories: fuel and fleet, food and beverage, lifestyle and travel, and business management.
The company has integrated the new benefits into the Pro Xtra Rewards Hub within its mobile app and online dashboard. According to The Home Depot, two-thirds of its online professional customers use the mobile app to manage projects, orders, and other aspects of their business.
The expanded partner offers complement existing Pro Xtra benefits, including purchase tracking, trade credit accounts, tier-based pricing on eligible products, dedicated outside sales representatives and in-store Pro Desk support.
The move underscores The Home Depot’s continued investment in professional customers, a segment that has become an increasingly important driver of sales growth. It also highlights the growing role of digital tools and artificial intelligence in helping contractors manage day-to-day operations beyond the jobsite.
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