Mitre 10 builds out digital strategy

Published on the 04/07/2013 | Written by Newsdesk

One of the country’s largest home improvement retailers and builders’ merchants says it believes that engaging with customers through digital channels is a key factor in its success…

The strategy is designed to work across multiple channels and platforms to complement the 100 percent New Zealand owned and operated co-operative’s in-store emphasis on face-to-face customer service. To achieve this, Mitre 10 has rapidly grown its digital platform to match the way its customers access their information about DIY products and services.

This week it launched a ‘responsive design’ website that targets the various online devices now in use by customers who access the Mitre 10 website. The specially designed website automatically adjusts itself to fit the screen and device used to access the site.

“Smartphone access to the Mitre 10 website has doubled in the past year and now represents almost one third of all traffic on the site,” said Dave Elliott, general manager marketing.

“Tablets are rapidly catching up to laptop computers as the in-home online shopping device of choice and, as a retailer responding to customer choice in accessing our brand, it’s important to us that our customers get full access and readability on our site regardless of the device they use.

“We’ve invested heavily in ensuring our digital presence meets and continues to meet the future shifts in customer access and demand.”

Further digital initiatives available in Mitre 10 stores this week are wi-fi connected kiosks allowing customers to check their store card balance, provide feedback on their store experience and view a range of video and visual content.

Elliott said that additional kiosk capability offering further benefits to Mitre 10 customers is also on the way.

Mitre 10’s national chain of around 90 stores will also introduce digital signage this week featuring a mix of local and national advertising. The messaging can be altered to target individual stores and even make offers or update information based on the time of day.

“Our in-store digital channel is becoming essential as digital media access usurps the traditional media channels such as daily press and weekly magazines,” said Elliott.

“A comprehensive digital strategy is essential alongside those traditional channels as Mitre 10, for example, has seen more than 40,000 new followers attracted to its Facebook site in the past year alone.

“Engaging with customers through digital channels is a key factor in our success as Mitre 10 continues to grow its market share in New Zealand’s home improvement sector through a growing share of trade business and by making DIY easy as,” said Elliott.

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