Adding a splash of colour to an iconic brand

March 16, 2020

The Mitre 10 colour project began in early 2018, when Mitre 10 signalled they were looking for a new and improved paint and decorating retail solution.

Mitre 10’s goal was to create a destination in store which facilitates the customer journey from exploration to purchase with a strong focus on the “Colour Story”. This was achieved by creating an environment with clearly defined zones; the inspirational zone, the operational zone, the attachment zone and the promotional zone, which all work cohesively to align with store customers along the entire colour journey. GDM partnered with Mitre 10 to deliver the project by supplying and installing the fixtures and colour features.

“This was a particularly enjoyable project for us,” says GDM business manager Dave Burroughs.

“We got to work with local business owners, Hayden and Sarah Gibson for the first pilot store, making sure we exceeded their requirements.”

Each zone of the finished fit-out has its own use. The inspirational zone encourages customers to spend time planning, designing and creating their own paint and decorating projects. The promotional zone attracts customers with an eye-catching colour feature above the department. The new merchandising solutions in the attachment zone give a brighter, cleaner and more organised feel resulting in the customers getting the right product, in the right place, at the right time. The operational zone (where the paint is mixed and tinted) improves efficiency and creates a professional space for Mitre 10 employees to work from.

The chosen Resene colour scheme was inspired by the paint swatch. This is because a paint colour swatch, wheel, or chart, is synonymous with choosing colour. The colour scheme also influenced the large suspended overhead and countertop features which were designed to also mimic colour swatches and charts.

Mitre 10 and GDM delivered an improved customer experience in store with inspirational imagery and design, giving the customer the space to create and choose colour. Additionally, the colours and timber elements utilised in the fixtures work together to generate a welcoming and comfortable environment for customers and employees. Following on from this successful pilot store, over the past 12 months GDM has rolled out the Colour Centre Project on a national scale throughout the Mitre 10 network. 

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