Mitre 10 Combines Loyalty Programmes

New Zealand's Mitre 10 home improvement chain is making changes to its loyalty programme, combining two separate programmes for gardening and home improvement, into one.

The new programme - Mitre 10 Club - replaces the Mitre 10 Garden Club and Mitre 10 Home Improvement Club, and has been launched as a result of customer feedback on the member benefits they'd like to receive.

Customers told the retailer than tips, ideas and home inspiration were of interest, as were easy to access benefits such as exclusive discounts.  As many customers advised that they were interested in both home and garden deals and information, Mitre 10 reviewed the need for separate clubs and combined the two.

Mitre 10 Club members receive weekly emails giving advice across a range of subjects, covering those renting in small urban properties to those who own larger countryside homes.  

The Mitre 10 Club has retained its partnership with Air New Zealand’s AirpointsTM programme so that club members of both rewards schemes can benefit from instore and online promotions as well as collecting loyalty points.

Jules Lloyd-Jones, Mitre 10's Chief of Customer Marketing & Inspiration, said: “We want as many customers as possible to benefit from Mitre 10 Club membership, so we’ve made it easier to join online, merged the two previously separate clubs, and ramped up the benefits and engagement, offering much improved content,”

He added: “With a focus on improving the overall customer experience for Mitre 10 customers, Mitre 10 Club will play a key role in improving two-way engagement with customers and delivering additional value. Improving the instore experience has been a big focus of the new club also, so we’ve worked to make it easier to access benefits instore as well as online.”

Ben Goodale, CEO of Quantum Jump, the strategic marketing agency which worked on the relaunch, said: “What’s been really exciting in developing Mitre 10 Club has been the smart use of customer insight and data to ensure we evolve the offering to meet the changing needs of new and existing Mitre 10 customers.”

Mr Lloyd Jones concluded: “This is just the start too, we will continually improve Mitre 10 Club so that it delivers true value to our customers and supports our nationwide, kiwi-owned stores,”

Source : Insight DIY Team

For all the very latest news and intelligence on the UK's largest home improvement and garden retailers, sign up for the Insight DIY weekly newsletter.