Mitre 10’s success through social

  • News
  • June 10, 2015
  • Sarah Dunn
Mitre 10’s success through social

He put the company’s annual turnover at $1.2 billion, of which $450 million is trade.

Elliott says that with New Zealand’s relatively small population, unaddressed mail is still relatively effective, but digital and social media channels are working particularly well for Mitre 10.

Elliott expressed concern about future competition from American ecommerce company Amazon, mentioning Deka as a cautionary tale. The now-extinct store used to be the third-ranked retail brand in New Zealand.

The hardware sector sees a high degree of brand promiscuity, Elliott says, with 74 percent of potential Mitre 10 shoppers saying they would happily shop at competitor Bunnings Warehouse.

Consumer awareness of all Mitre 10’s competing brands is fairly high, but preference ranges from 1 percent to 26 percent. Customer preference for Mitre 10 sits at 26 percent, while 19 percent of customers rated Bunnings as their top preference.

Another hurdle Elliott identified was that half of Mitre 10’s customers “leave for good” every year as they finish renovation projects or other jobs.

He described a 14-week delay between an idea for a project sparked in the customer’s mind by a TV ad, and their execution of that project: “We access home improvement as a series of projects.”

Elliott also spoke about the coming change in population demographics, which are flattening out as more Kiwis age. “What’s that going to do with the way people interact with our brand?” he asked. “Retailing is a response to culture.”

Moving on to social media, Elliott said Mitre 10’s Facebook page has high engagement. This is the only metric he cares about: “If you don’t want to talk to me, then what’s [a like] worth? Nothing.”

More than 191,000 people have liked the page, and new posts go up regularly. On a recent post asking people to share their weekend DIY projects, over 40 people responded with pictures and information.

Elliott says this branded experience was put together to combat high brand promiscuity. Each Sunday request for pictures usually gets around 50 responses, which can then go on TV, where they spark further ideas for projects in other customers.

Mitre 10 occasionally uses social media to make buying decisions – Elliott spoke of rug sales going up 45 percent after a Facebook giveaway which asked readers to choose which of two rugs they preferred.

YouTube is also working well for Mitre 10. Every day, Elliott says, 11,0000 people watch the Easy As DIY videos.

Next year, Elliott says, Mitre 10 will be going further in this area. He described the company’s digital mission as: “to make Mitre 10 the first choice digital destination for home improvement in New Zealand.”

From the company’s surveys, it found that 55 percent of customers had had at least one digital encounter with Mitre 10 before making their purchase.

Achieving engagement is the new challenge, Elliott says, and innovation and creativity are the new drivers. He was confident about the future of Mitre 10’s owned media channels: “If paid ads become more expensive, we’ll just drive up more of our own.”

He says in future marketing, Mitre 10 will still use traditional channels where they pay well, but not where they don’t.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Direct sales: How multi-level marketing works

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: How multi-level marketing works

The $200 million-plus direct sales economy contains many lessons retailers can use. As part of a wider look at this thriving corner of retail, we created a quick explainer showing how this business model typically works.

Read more

Direct sales: Meet the upliners

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the upliners

We profiled different participants in the direct sales industry to find out what retailers can learn from them. Meet Isagenix distributors Adam Nesbitt and Bianca Bathurst.

Read more

Direct sales: Meet the business builder

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the business builder

As part of a wider story looking at what retailers can learn from the direct sales industry, we profiled Isagenix distributor Ben Frost.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Leveling up: Exploring multi-level marketing in New Zealand

Is the $200 million-plus direct sales economy retail by another name or something different? Regardless, what can we learn from it?


A spectrum of retailers

  • Opinion
  • April 18, 2019
  • David Farrell
A spectrum of retailers

In recognition of April being Autism Awareness Month, retail commentator Dave Farrell considers the role of those on the spectrum in retail.

Read more

How on-trend is your retail business?

  • Sponsored Content
  • April 18, 2019
  • Sponsored content
How on-trend is your retail business?

New insights from Visa highlight five evolving trends emerging from savvy retailers around the world. We’ve taken these global trends and looked at how they are playing out with merchants in New Zealand, and we’d now like to hear what you think of them.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit