Business North December 2023

16 | Mitre 10 NZ Ltd - Gibson O’Connor: Mitre 10 MEGA Silverdale T T Karen Phelps Innovations big hit with customers Mitre 10 MEGA Silverdale Opening: from left, Martin Dippie, Cam Caithness, Sam Singh and Andrea Scown. REGIONAL DEVELOPMENT “The new store is pioneering various customer experiences, all meticulously designed with the customer in mind, relying on exhaustive customer research and insights.” Since opening in August the new Mitre 10 MEGA Silverdale in the Highgate Business Park has received a resounding thumbs up from customers. The reception has been very good, people have really embraced the new store and the innovations we’ve brought in,” says managing director Cam Caithness. Boasting a vast space of 11,300 square metres, it is the 84th store in the Mitre 10 network and is the first new greenfield Mitre 10 MEGA store since 2016. But the store is not just another Mitre 10; it’s a preview of what the future might hold for the co-operative, says Cam. “The new store is pioneering various customer experiences, all meticulously designed with the customer in mind, relying on exhaustive customer research and insights,” says Cam. “Some innovations are evident, such as safer and more pedestrian-friendly carparks and the timber ‘treehouse’ playground while others like the Design Guide and Style Finder digital experience are set to transform the customer journey.” The Project Help zone is equipped with screens allowing customers to select which Easy As guides they want to watch, offering guidance and inspiration for their projects. Moreover, the Mitre 10 Design Guide and Style Finder present a digital journey, providing inspiration, personalised style guides and product selections for various home projects. “It’s an interactive and engaging way to plan your home improvements,” explains Cam. “The Project Help experience further supports customers with project planning guides, material calculators, and ‘Easy As’ how-to videos.. Additionally, a digital experience accompanies this, where customers can scan QR codes to watch Easy As guides on their own device.” Mitre 10’s Interior Living, a refined New Zealand kitchen range, offers an end-to-end service for trade and DIY customers, providing affordable and trendy kitchens available either fully assembled or as flat-pack bundles. One standout feature is the completely new format for the kitchen consultation area, says Cam. It offers a private space for customers to explore different kitchen, bathroom, and wardrobe systems for their homes. The store layout has been strategically planned to cater to all types of customers. The timber yard, drive-thru, and supplies of hardware, electrical, and plumbing have been thoughtfully positioned to minimize the time spent in the store for busy trade customers. The top 100 building product lines have also been thoughtfully organized for easy access at waist height. Additionally, offices are available for trade customers to meet with clients and suppliers. In terms of retail, the layout has been entirely revamped to highlight key categories that make Mitre 10 a go-to destination – from paint, tools, garden supplies to fixings and fastenings, and outdoor living. Electronic shelf labels allow staff and customers to scan to see information such as product stock levels. “Each section groups products, accessories and adjacent categories, making it more convenient for customers to find everything they need for a project in one place. For instance, a captivating display of landscaping supplies is now part of the garden centre, offering customers an easy way to compare decking, fencing, or pebble finishes along with chosen plants.” The new Mitre 10 MEGA Silverdale is owned and operated by Riviera Hardware Holdings, along with the Warkworth, Whangaparaoa, Albany and New Lynn stores. This means trade customer accounts can be used across the district, at whichever location is closest to site, saving time and money for customers As an esteemed Kiwi co-operative, Mitre 10 has been a household name since 1974. It’s commitment to customer trust and satisfaction has led to numerous accolades, including being named the most trusted home improvement store brand multiple times. “Mitre 10 MEGA Silverdale reflects the brand’s commitment to continuous evolution,” says Cam, “and dedication to redefining the hardware and home improvement sector.” NZ 09 580 4036 027 253 7040 Joint Sealants & Waterproofing Cementitious & Epoxy Grouting Passive Fire Stopping Concrete Repair Fire Rating to Structural Steel