The news: Home Depot is attempting to broaden the appeal of its Pro Extra rewards program for home improvement professionals by partnering with national brands to offer perks that members can use throughout the workday. For example, members can receive a 25-cent-per-gallon discount at 7-Eleven on up to five fill-ups, $20 off orders of at least $100 at Jimmy John’s, a 20% discount on Tecovas work boots, and a free trial of Rosie’s AI Answering Service.

Home Depot says it selected its launch offers based on feedback from Pro customers. The retailer plans to refresh its partner offers quarterly across four key categories: food and beverage, fuel and fleet, lifestyle and travel, and business management.

Why it matters: Home Depot is hardly alone in leaning on partners to give consumers more reasons to engage with its program while creating additional touchpoints to collect customer data.

• Home Depot’s chief competitor, Lowe’s, recently introduced concert perks for both its MyLowe’s Rewards and MyLowe’s Pro Rewards programs, including two-for-one ticket pricing, complimentary lawn chair rentals, and other benefits at select events.
• Starbucks lets members link Delta SkyMiles and Marriott Bonvoy accounts, while its Bank of America partnership adds bonus perks, effectively turning everyday coffee purchases into a broader rewards currency.
• Sephora’s Beauty Insider program extends beyond its own channels, allowing members to earn points on purchases made through Sephora at Kohl’s, as well as via delivery platforms like Instacart, DoorDash, and Uber Eats.

Paid membership programs also rely heavily on partnerships. Walmart+ perks include fuel savings at Exxon, Mobil, and Murphy stations and 25% off digital Burger King orders and a free Whopper every three months. Amazon Prime, meanwhile, includes a free Grubhub+ membership and fuel savings at more than 7,500 bp, Amoco, and ampm gas stations across the US.

Implications for retailers: The more utility a loyalty program offers, the more likely it is to shift consumers’ behavior.

That’s particularly important for a retailer like Home Depot, which has increasingly been relying on its professional business to fuel long-term growth. Pro operations represented more than $90 billion of Home Depot's $164.7 billion in 2025 sales, per the company, and they have outperformed DIY in recent quarters.

With Lowe’s also investing in its pro loyalty program, it is incumbent on Home Depot to make its offering feel distinct. Centering its partner-driven perks on everyday spending—fuel, food, and business services—at a time when costs are rising is a practical way to integrate the brand more deeply into customers’ routines.

Ultimately, a loyalty program’s job is to get a retailer’s best customers to spend more. The only way to make that work is by offering perks they actually care about. That takes some trial and error, and not every benefit will land, but over time the effort to find the right mix should drive higher engagement and customer lifetime value.