Mitre 10 says the on demand service has been created in response to the huge consumer demand for streaming video.
General manager of marketing Dave Elliott says with TV viewership declining, introducing a self-owned content channel was a natural step for Mitre 10 to take.
“Our purpose is to help Kiwis improve their homes, and by having our own centralised channel of great content we will do this even better,” Elliott says.
“While we are a retailer, we believe that we have to be much more than just a product end-point. To truly meet our customers’ needs we’ve got to be where they are and have a much broader, more engaging package.”
The service launched yesterday and offers a variety of clips for customers to watch that are all housed within its website. It will also continue to post its clips on YouTube.
These clips include how-to videos, like Mitre 10’s Easy As series and ‘Tool Tips’, which explains which tool is right for each DIY job, as well as clips offering design and styling advice.
There’s also a series featuring UK TV architect George Clarke being locked in a Mitre 10 Mega store overnight.
Elliott says the video content has the right balance of entertainment and information.
“This content is engaging and informative, not just branded video. We’re telling the many home improvement stories of Kiwis to give others access to first-hand experiences for their own benefit.”
Mitre 10’s videos were previously found on YouTube and are somewhat of a phenomenon.
In particular, its Easy As video series has clocked up over 15 million views.
But the retailer has made the decision to have the new videos embedded on its site as well as YouTube. Elliott says hosting the videos on Mitre 10’s website builds on the digital experience for its customers.
They can view and buy products featured in the video while watching it, he says, as well as select a click-and-collect or home delivery option.
“Allowing customers to click and buy what they see as they see it is another progression of our journey to deliver a true omni-channel offering,” he says.
“It gives Mitre 10 customers a seamless experience spanning across our bricks and mortar stores and the web.”
View the on demand service here.