Mitre 10 tweaks loyalty program to be more customer-centric

Mitre 10 has announced a number of changes to its loyalty program with an eye to making it more user-friendly.

While it previously offered separate programs for customers interested in its home improvement and garden offerings, it has now combined these into a single Mitre 10 Club program.

At the same time, it has made it easier to join the program online and access the benefits in-store. Members can now simply share their phone number or swipe their Air New Zealand frequent flyer card at checkout.

Mitre 10 partners with Air New Zealand, and all Air New Zealand frequent flyer members can both earn and redeem points at Mitre 10.

All of the changes were based on customer research, which the retailer conducted in partnership with the strategic marketing agency Quantum Jump.

Mitre 10’s chief of customer marketing and inspiration Jules Lloyd-Jones said the retailer is focused on improving the overall customer experience and that the club plays a key role in engaging customers and delivering additional value.


For instance, club members will now receive more relevant content in weekly emails full of tips, ideas and inspiration for around the home.

“Improving the in-store experience has been a big focus of the new club also, so we’ve worked to make it easier to access benefits in-store as well as online,” she said.

“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,” concluded Jules Lloyd-Jones.

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