Jules Lloyd-Jones loves a bit of do-it-yourself, so her role as CMO at Mitre 10 suits her perfectly. As the big tangerine toolshed marks 50 years, she reflects on the brand’s past, present and future.
DIY is definitely in Jules Lloyd-Jones’ DNA.
Growing up with her dad being a builder, she’s no stranger to getting hands-on with a project, especially around the home.
And for the past seven years and counting, she has brought that creativity to one of the country’s most well-known brands in her role as Chief Marketing Officer of Mitre 10.
The big tangerine toolshed is under her skin. “I absolutely bleed orange,
I love DIY,” laughs Lloyd-Jones.
With previous roles at both Foodstuffs and Air New Zealand, brands from Aotearoa – like Mitre 10 – are where her heart lies.
As we sat down to chat all things DIY over video call, Mitre 10 was gearing up to celebrate its 50th anniversary on June 20.
There were celebrations across the month, with birthday parties for its teams, $120,000 cash giveaway for shoppers, as well as special price offers, running birthday parties for kids, and classic prize spinning wheels.
At the end of July, Mitre 10 will have one final birthday bash, a gala event with all of its members and suppliers – “to really celebrate our people and partners”, says Lloyd-Jones.
You could say the company has really built up since it began as a timber co-operative by a group of supply merchants in 1974.
Mitre 10 has grown to 84 stores – 41 Mitre 10s and 43 Mitre 10 Megas. From Kaitāia to Invercargill, there’s one in nearly every community in New Zealand, says Lloyd-Jones.
But despite its growth, it remains a co-operative with the stores owned by 65 members.
In May, Mitre 10 was named New Zealand’s most trusted home improvement brand for the 14th time by Reader’s Digest, as well as the second most trusted brand overall.
Lloyd-Jones recalls another proud moment: when her team won the inaugural Marketing Team of the Year at the NZ Marketing Awards in 2022.
“I am incredibly proud. We have a great culture and that brought us all closer together and shows that if you do the mahi, you get the outcomes.”
This impressive trajectory is down to Mitre 10 having its heart in the local communities it serves, says Lloyd-Jones.
Before the birthday partying commenced, Lloyd-Jones and the rest of the executive team took their annual two-week tour of Mitre 10 regions – a “wonderful way” to connect in person with the members.
Generations of workers
On their travels they see Mitre 10’s legacy but also its longevity: “So many of the stores are multi-generational… Fathers, sons, daughters, working together, a long commitment. Some of them have worked for us for nearly 50 years.
“We’re a family-owned co-operative business with a total of 84 stores, and our internal brand too is that we’re a family.”
With a total staff of 8,000, this culture is no small feat, says Lloyd-Jones.
“We’re in it for the long haul” is the promise they make to their customers, suppliers as well as to each other.
She adds: “Our key difference is our customer service excellence. Most people can see the difference between us and our competitors.”
The in-store experience is an important aspect of this, so when customers walk in, they feel welcomed. No question is too big or small – or too non-descriptive, Lloyd-Jones says with a smile.
“If you purchase a supermarket item and you don’t like it, you just buy a different thing the next time, as the cost is relatively low. With DIY project, the investment is higher and so it’s important to get the correct advice upfront to ensure the right products and tools.”
Mitre 10 has always been about being an active member in its community and its marketing strategy continues to reflect that, connecting with Kiwis in a variety of ways.
With a stable of well-known characters and figures – including Lyn of Tawa, Billy McCormick, Billy T James, Tim Shadbolt, Levi Vaoga, known as the biggest guy in New Zealand – Mitre 10’s brand adverts have become iconic.
And, who could forget those three young boys in the sandpit from the 2008 TV commercial, Sandpit?
The ad, which featured the three boys discussing one’s DIY plans for the weekend, was the recipient of many awards, and remains quoted by Kiwis to this day.
Lloyd-Jones laughs, saying that ad kicked off the “DIY, it’s in our DNA” campaign.
Mitre 10 has become one of New Zealand’s largest content producers, she says, pumping out a huge volume of content every year.
Under its ‘Easy As’ service offering, a plethora of video advice guides feature qualified builder Stan showing how to use garden equipment, like a line trimmer, to building a treasure chest.
Easy As also extends to free workshops for children aged six to 12, teaching them how to make hanging decorations, pots, and even a mini garden.
“We want to build early that concept of making and creating stuff,” she says.
Lloyd-Jones reels off a list of ways Mitre 10 supports Kiwis nationwide. In 2021, it started Helping Hands to pitch in with community projects.
Project Playground was launched to support primary schools by building play areas for those most in need. More than 500 schools asked to be considered, with the most recent one completed at Eskdale School, in Esk Valley, Hawke’s Bay. Its playground was washed away by Cyclone Gabrielle last year.
Evolving needs
Over the next 50 years, customers and their needs will continue to evolve. Mitre 10 expects more and more people to live in cities, in rental homes or apartments, as well as increasing use of smart home technology and a general push for greater sustainability.
Covid-19 lockdown forced Kiwis to scrutinise their homes but also reminded us how house proud we all are, says Lloyd-Jones.
“There has been a continued interest in home being where people want to spend more time.
“Less people over time will own their homes, but there’s great opportunities in rentals with indoor plants, storage units and veggie pods.”
Remaining relevant to all New Zealanders is another key aspect, especially connecting with migrants.
“We get involved with ethnic social platforms, ethnic radio and publications and cultural events like Diwali and Chinese New Year.”
For Lloyd-Jones, successful marketing is all about personalisation. This means unlocking the power for first-party data to curate more targeted and specialised offers, including on Mitre 10’s website.
The rising use of artificial intelligence should make workloads and workflows more manageable, she says. For example, enhancing copywriting, product photography, as well as product descriptions, of which at Mitre 10 there are more than 40,000.
“Personalisation, you gotta do it; and we need to embrace AI but not at the expense of creativity. Find the balance between art and the science – become data and AI-savvy but don’t forget connection with your customers,” says Lloyd-Jones.
This was first published in the 2024 June-July NZ Marketing Magazine issue. Subscribe here.
