Mitre 10 is New Zealand’s own home improvement retailer but it faces serious competition from Aussie giant, Bunnings. They both sell thousands of SKUs, big barn warehouses at convenient locations and price guarantees. So how did we differentiate and drive preference?

Research showed Kiwi’s level of DIY confidence were increasingly challenged. “Do It For Me” is becoming as popular as DIY. But Kiwis take pride in doing it ourselves. We just need a little help.

Step up Mitre 10. We positioned them from being a mass retailer to a helpful service provider with Mitre 10 Easy As - a program of the most popular DIY projects broken down into helpful online videos and printed guides that staff could step customers through. We helped them re-engineer seasonal retail packages to make it easy to buy. Because that’s what a mate would do.

The results were spectacular with big gains in sales and market share and Mitre 10 being recognised with advertising effectiveness awards for retail transformation.