Mitre 10 launches online video channel for digital
age DIYers
In true DIY spirit, New Zealand’s
largest home improvement retailer, Mitre 10, is making a
world-first move today by launching its own video streaming
channel, with man of the moment world champion rower Eric
Murray anchoring the channel’s first feature series.
Mitre 10 On Demand is a response to the huge growth in
consumer demand for streaming video, and features a host of
original home improvement themed content that aims to tell
Kiwi DIY stories and help New Zealanders with their own
projects.
Channel content will include Eric Murray and
his family’s bespoke house build, UK TV architect George
Clarke’s experience of being locked in a Mitre 10 MEGA
store overnight with a crew of Kiwi DIYers, plus a host of
tool tips, building and home styling advice.
Mitre 10’s
General Manager Marketing, Dave Elliott, says as TV
viewership declines and the demand for online video content
continues to rise – particularly amongst those aged under 40
– introducing an owned content channel was a natural step
for Mitre 10.
“Our purpose is to help Kiwis improve
their homes, and by having our own centralised channel of
great content we will do this even better,” says Mr
Elliott.
“While we are a retailer, we believe that we
have to be much more than just a product end-point. To truly
meet our customers’ needs we’ve got to be where they are
and have a much broader, more engaging package.”
Mitre
10 On Demand launches with over 80 Easy As how-to clips,
close to 50 tool tips that provide guidance on selecting the
right tool for the job, room renovation reveals, a selection
of quick-fix home hacks, a design inspired Dream Zone
section, the 11 episode Murray Project plus a six part Lock
In series featuring George Clarke.
Mr Elliott says the
content has been carefully curated to provide a balance of
short and long form entertainment and information, as well
as facilitating product purchases.
“This content is
engaging and informative, not just branded video. We’re
telling the many home improvement stories of Kiwis to give
others access to first-hand experiences for their own
benefit.
“A DIY project, whatever it may be, is a
journey. It starts with an initial idea and ends with the
celebration of a job well done, and there’s a lot of
learning along the way which we wanted to capture and
believe Kiwis will get into.”
Mr Elliott notes that the
rise of online video as the preferred medium for information
and entertainment has already been reflected in the
popularity of Mitre 10’s Easy As content on YouTube, which
has clocked up more than 15 million views, and will continue
to complement the Mitre 10 On Demand channel.
“Mitre 10
On Demand will extend and deepen the digital experience
offered by our Easy As YouTube content,” says Mr Elliott.
This enhanced experience includes giving viewers the
ability to select the products featured as they watch and
make use of Mitre 10’s ‘Click Collect’ service or
arrange delivery straight to their door.
“Allowing
customers to click and buy what they see as they see it is
another progression of our journey to deliver a true
omni-channel offering,” says Mr Elliott.
“It gives
Mitre 10 customers a seamless experience spanning across our
bricks and mortar stores and the web.”
To view Mitre 10
On Demand visit www.mitre10.co.nz/ondemand
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