Mitre 10, is a leading home improvement and hardware chain that strives to give customers the best brands at great prices. Mitre 10 collaborated with IHG studio to produce a festive catalogue that would appeal to everyday Australians looking to fix or refurbish parts of their house or buy for their friends and family, and drive sales.

Method

• The catalogue was produced by The IGH Studio Team, and distributed by IVE through metro and regional letterbox targeting. The catalogue was designed for customer behaviour such as catalogue skimming, and used strategies such as product focus, product grouping, and storytelling to draw attention. To achieve the goal of transforming their products from things customers ‘need’ to things customers ‘want’, they used strategic marketing and layout. For example, while tools are usually an item of need, on page 4 of the catalogue, they are presented as a lovely gift idea for someone who is DIY minded.

The results

• The catalogue helped drive sales across different categories and departments and was in line with Mitre 10’s core brand messaging of being ‘Mighty Helpful’ and offering expert advice.

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