Mitre 10, Resene receive most trusted brand kudos


As the nation enjoys its first glimpse of life beyond lockdown, market research suggests kiwis have an increased feeling of positivity about the future, and a new-found appreciation of our homes and home country.

Research by customer insights agency Perceptive showed feelings of positivity increasing just before Alert Level 3 loomed, with 72% of kiwis reporting a positive outlook, up from 69% the week prior.

Alongside that optimism, a separate Yabble survey found a groundswell of support for helping New Zealand get back on its feet economically. 70% of us intend to shop local as much as possible, and 60% will purchase more New Zealand products.
While almost two-thirds expect to spend up to 30% less in the next six months, we’ll not be cutting back on home improvements, with 42% of us more likely to spend on DIY.

And there is already early evidence of this. Mitre 10 has seen an unprecedented level of online demand since the country moved to Alert Level 3.

In response, it has launched a new Personal Shopper programme to help customers who can’t shop online, or whose orders are more complex.

This focus on helping customers get the job done right is one of the reasons Mitre 10 has just been named 2nd Most Trusted Brand in the respected 2020 Readers’ Digest Trusted Brand survey, behind Whittakers (chocolate surely having an unfair advantage?) and just ahead of Resene.

Mitre 10 also took out top honours as Most Trusted Brand in the highly competitive Home Improvement Store category.

Chief of customer marketing and inspiration Jules Lloyd-Jones says the recognition illustrates the role the Mitre 10 brand plays in the lives of New Zealanders.

“We’re delighted to see that our focus on delivering great value and exceptional service to our customers had seen us place in the top three Most Trusted Brands overall,” Lloyd-Jones says.