Pursuing Brand Excellence Through Consistency and Innovation.

As stewards of the Pro Xtra brand, we make sure that the program’s visual style and copy tone always relate to ever-evolving The Home Depot and Pro brand standards while ensuring that the program retains its own unique brand position.

When It Come to Improving the Program, We’re Always Building – Together.

Keeping a loyalty program fresh transcends aesthetics. The Lacek Group continually collaborates with The Home Depot’s marketing, business strategy, events and merchandising teams to add new benefits that help Pro Xtra members save more and do more.

Taking an Ever More Personalized Approach With Pros.

Pros range from solo practitioners with their own trucks and tools to large-scale businesses. Our latest enhancement to Pro Xtra was a tier-based structure overlaid on the program.

This structure makes it possible for the program to recognize and reward members in a more tailored manner. We preserve its strong everyday value for Pros on the smaller end of the scale, while rewarding large businesses in a way that makes sense for them.