Close
 

Mitre 10 mixes DIY with a digital presence

  • Technology
  • February 24, 2015
  • Elly Strang
Mitre 10 mixes DIY with a digital presence
Mitre 10

Its Facebook page clocks in at 185,297 likes, making it one of the top five most liked retail pages in New Zealand. Add a successful Pinterest presence, YouTube channel and Twitter to the mix and you’ve got an unexpected social media success story.

 Mitre 10 general marketing manager Dave Elliot says there’s no great secret behind having a strong social media presence. It’s a matter of being genuine.

“We pay a lot of attention and care to how we use [social media] and what we post to ensure the social contact we have is not an advertising platform by any means, but a way of having a relationship with our customers. We add value to what they’re doing,” he says.

Mitre 10 general marketing manager Dave Elliot

He gives an example of a customer photo Mitre 10 recently republished which featured a woman crossing the road to Mitre 10 while cradling a baby llama in her arms. It was aptly captioned, “Why did the llama cross the road?”

It racked up over 1000 likes, and hundreds of llama-inspired puns cropped up in the comments.

“We don’t take ourselves too seriously and have a bit of fun,” Elliot says.

Mitre 10’s tactic of coming across like a friend offering advice and sharing funny photos seems to be working. The store’s sales were up 10.1 percent last year, cracking the $1 billion mark for the first time.

Chief executive Neil Cowie told the New Zealand Herald Mitre 10’s ‘Easy As’ campaign that appeared on TV, in store and on social media helped pushed retail sales.

The ‘Easy As’ videos have hundreds of thousands of views and show basic DIY jobs that all people need to do at some point, such as how to fix a hole in the wall or how to build a deck.

The videos are still incredibly popular, says Elliot. More ‘Easy As’ YouTube videos have been downloaded in January this year than in the first 12 months of the campaign.

“How to build a deck” with DIY instructor Stan Scott is currently the most popular video on Mitre 10’s YouTube channel, with 296,937 views.

Mitre 10’s regular Sunday ‘Show us the results” posts on Facebook have also been popular. In this campaign, Facebookers are encouraged to post a photo of a DIY project which they’ve completed over the weekend.

Elliot says people on social media will grab at an opportunity to share their successes, so the posts let them to have a moment of pride as they are congratulated by Mitre 10.

“It’s about giving them confidence going into a project and the satisfaction of a job well done going out. It’s a great feeling isn’t it? It’s part of our ethos and what we’re doing on Facebook,” he says.

The social media campaigns are part of the strategy Mitre 10 launched in 2013 to grow its digital platform.

Changes made that year included a responsively designed website which would automatically adjust to a user’s device, and wi-fi connected kiosks in stores that showed content.

Elliot says over 50 percent of people on Mitre 10’s website and social media access the platforms via mobile and tablet, compared to around 14 percent a few years ago.

He says Mitre 10 is pleased it moved forward when it did, as it’s important for retail businesses to keep evolving at the same pace as their customers.

“Retail is a response to culture, so therefore you’re responding to what people are doing. If people are using Google watches and Google Glass then you need to evolve,” he says.

Here are some tips from the man himself on having a strong social media presence.

  1. It’s always good to be there first. We were reasonably early adopters of digital and that’s what we focused on doing. In the digital space, it’s good to try and identify where the future lies and have the first mover advantage. Getting that awareness and preference of users is key.
  2. Everything we do on social media is seated in our brand framework. We have a very clear idea of who we are, what we do and the kind of experience we want to give our customers. Be clear on why your brand exists and reflect that in different channels and media.
  3. The way you act on social media should be the way it is in real life. Be genuine.
  4. Monitor your different channels and set goals. We have a dashboard in the office with TV screens showing what our social media, such as Facebook, Instagram, YouTube and Twitter, is saying. We like to ensure we remain above the 6 percent engagement rate [on Facebook].
  5. Deliver what the brand promises and be useful and relevant for those accessing your social media, because that’s the reason they’re accessing it in the first place.
​ ​

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.

 
News

Idealog + Studio ZQ launch Wool-ovation competition: Enter now

Idealog is one of the few media brands dedicated to celebrating New Zealand’s special brand of creativity. We've teamed up with the New Zealand Merino ...

 
 

Sharesies investment platform joins the NZX

  • News
  • June 25, 2019
  • Courtney Devereux
Sharesies investment platform joins the NZX

Investment growth platform Sharesies has had a busy year in 2019, becoming B Corp certified earlier in April, and now has become an NZX participant starting this July.

Read more
 
 
News

Capitalise on today and invest in tomorrow at the Retail NZ Summit and SME Forum

New Zealand’s leading retail trade organization, Retail NZ, works year-round to assist its members with retail advice, benefits, industry intel and education. This July it’s ...

 

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.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
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 ...
Sisterhood
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 ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
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 ...
 
News

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...

 
 

Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more
 

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more
 
Next page
Results for
Topics
Jobs
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.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}