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Honors for Innovation

Mitre 10 gets personal in-store

Mitre 10, New Zealand’s DIY giant, is pushing personalization boundaries by bringing online audience insights into real-world stores and testing store-specific experiences. With Mastercard Dynamic Yield, the business optimizes plans, reduces risk, and builds a seamless omnichannel journey for home improvement shopping.

Pioneering

a new era of personalization with online and in-store experimentation

Refining

the shopping experience at a hyper-localized level

Measuring

the interactions that really matter in an omnichannel world

Man at a workbench

Challenge

Mitre 10 customers research big-ticket items online but buy in-store. The business sought to convert search intent to purchases and understand conversion drivers.

 

They needed to build consumer confidence with accurate, store-specific wayfinding. To optimize omnichannel engagement, Mitre 10 also required better attribution of in-store purchases to online journeys.

Solution

Mitre 10 launched online personalization with Mastercard Dynamic Yield in 2022. By 2024, recognizing omnichannel shopper behavior (online research, in-store buy), they shifted to holistic personalization, using Mastercard Dynamic Yield for in-store experiences and cross-channel tracking.

 

Mastercard Dynamic Yield's tools and a bespoke data model helped Mitre 10 understand customer activity, improve wayfinding, and quantify digital interaction impact across all sales points, moving to true omnichannel understanding.

Woman using phone to pay at a shop

Impact

Mitre 10 can now continuously iterate and validate personalization initiatives without risking interruptions to core operations.

Today, internal teams are more adventurous and inventive than ever. Thanks to wayfinding, time-to-purchase is also shorter, and customers have more convenient ways to locate the items they need.

22.5m+

guided shopping journeys, as Mitre 10 helped over 5.7M users find 83% of active in-store SKUs since June 2024.

28%

Increase in digitally influenced revenue in store since Wayfinding was rolled out.

83 stores

have launched, Mitre 10's wayfinding improved shopping nationwide across all NZ stores.

 

Mitre 10 used Mastercard Dynamic Yield to deploy an in-store wayfinding feature based on the visitor’s location or preferred store settings. Here, you can see instructions to find the Stanley Fatmax Tool Kit in Aisle 13, Bay 14 for this user’s store.

Our commitment to experimentation helps us evolve, improve, and innovate with purpose, to meet our customers’ needs and our business goals.

Natalie White Lead Product Manager,
Digital Customer Experience

This omnichannel roll-out has not only addressed core customer pain points but delivered measurable business impact.

The team’s ability to execute technically, collaborate effectively, and drive business value exemplifies the holistic measurement culture within our business. We’re always pursuing adventurous, customer-centric ideas through smart experimentation – a significant strategic advantage.

What's next

Mitre 10 aims to deepen the integration between online insights and offline experiences, leveraging digital influence findings to remove any remaining friction from the shopping journey. Mastercard Dynamic Yield’s full potential will be utilized to optimize customer interactions based on their preferred store and real-time context.

Meet the team

The success of Mitre 10's omnichannel personalization strategy is a testament to the collaborative efforts and expertise of the teams involved. Meet the key individuals who drove this impactful transformation.

Lewis Billinghurst

Head of Digital Customer Experience

Nat White

Lead Product Manager, Digital Customer Experience

Josh Tasker

General Manager, Mitre 10 Mega Papanui (Pilot Store Team)

Anton Hawkey

General Manager, Mitre 10 Brougham St (Pilot Store Team)

Warren Bailey

Digital Performance Specialist - Retail

Lisa de Ruiter

Digital Operations Specialist

Parul D’Souza

Digital Content Designer

Qassem Naim

Founder, Team Circle

Niko Batinica

Partner, Team Circle

Honorees’ stories

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Contact sales

We are here to help your business thrive. Let our experts find the right solution for you.

Contact sales

Contact sales

We are here to help your business thrive. Let our experts find the right solution for you.

Contact sales