How Mitre 10 uses Contentsquare to turn customer insights into revenue-driving experiences

About the company

Mitre 10 New Zealand is a leading home improvement and garden retailer serving DIY customers and trade professionals nationwide. Operating 87 stores across New Zealand, Mitre 10 prides itself on the relationship it builds with every customer. 

In recent years, the business has made a deliberate shift from a traditional ecommerce operation to a fully omnichannel digital customer experience team, one that serves customers wherever and however they choose to shop.

^{Mitre 10's homepage}

The challenge

Before Contentsquare, Mitre 10's digital team was at the very start of its personalization journey, and they had limited visibility into what was happening on their websites. Their analytics tools were basic and siloed, and the team leaned heavily on NPS® scores to understand the customer experience. The problem? NPS only captures feedback at the very end of a journey, and even then, only from customers who choose to respond.

Lead Product Manager Natalie White and her team knew they needed more. As Mitre 10 evolved and launched new websites for its retail and trade audiences, they needed a way to identify friction in real time, understand why customers were abandoning, and act on what they found, fast.

The core pain points were clear:

• Siloed, surface-level analytics with no way to understand customer behavior in depth

• Over-reliance on NPS scores, which were inconsistent and only reflected sentiment after the fact

• No ability to quantify the revenue impact of friction points, making it difficult to prioritize fixes or build internal business cases

• No real-time visibility into what was causing conversion drops or abandonment

• No way to ‘listen’ to customers without directly asking them, creating a gap between what customers were experiencing and what the team could see

"We knew we needed a tool that was actually showing us human interactions and how that was playing out into conversions, into abandonments, into rage clicking," says Natalie. "We just didn't have another way to figure that out."

The solution

Natalie and her team approached Contentsquare the same way they approach any new tool: by proving value fast. They ran a 3-month proof of concept, which was easy to set up through their tag manager without pulling in developer resources or disrupting existing workflows.

The results came almost immediately.

"Within the first week [of using Contentsquare], we were already seeing insights into customer behavior and their journeys, and some of the holes in our bucket. We were super impressed to see it showing us that from the get-go."

Natalie White

Lead Product Manager for Digital Customer Experiences

Because the team had access to the full product from day one, Natalie could implement real changes during the proof-of-concept period and immediately measure their impact. Gaps in the customer journey became clear—and quantifiable. What once felt like revenue at risk was now a concrete, measurable figure.

By the end of the proof of concept, the return on investment was clear. The team had built trust in the tool, trust in the process, and a compelling case for continued investment.

"We showed that we're going to go out there and proved there's value in it before we just chuck a pile of money at it," says Natalie. "We're going to prove that it's going to change something for a customer, that it's going to change something for that journey, whether it's online or through our stores."

How Contentsquare helped

1. Powering a custom digital experience score

As Natalie and her team moved away from NPS as their primary measure of success, they needed a more holistic approach. So they built their own metric: a ‘digital experience’ score.

Natalie draws on a core set of Contentsquare capabilities to populate that score, each one giving a different dimension of how customers are really interacting with the site:

• Rage clicks to surface where frustration is building

• Frustration tracking to understand where experiences are falling short

• Revenue opportunity quantification, making it possible to say with confidence: "There would be 12K in additional revenue per month if this friction were eliminated"

• Session replay to understand the full context of a customer journey, not just a data point

• Segment analysis, including the ability to pull in audience segments from Dynamic Yield to measure how different groups are performing

• High opportunity detection to flag where one segment is converting significantly less than another, and where action is needed fast

"You're able to see how people are interacting, see the frustrations. When you add that to things like speed and ease, you start to go: we've got a really strong picture here of what's happening," says Natalie.

The shift from NPS to this richer, multi-dimensional measurement has changed how Natalie prioritizes decisions, builds business cases, and tells the story of digital performance to the wider business.

"What we really love about it is that it puts a premium on customer experience, not just sales. Yes, you can sell stuff, but maybe you could sell more if you had a better experience. Or maybe those customers wanted to buy more and didn't. Just looking at a conversion rate doesn't tell you what's lying deeper."

Natalie White

Lead Product Manager for Digital Customer Experiences

2. Measuring an omnichannel wayfinding initiative

When Natalie's team came across research by New Zealand Post that found that 66% of customers go online before coming into a store, it reframed everything. What happens on websites is no longer purely about ecommerce. It directly shapes in-store success, and for a cooperative like Mitre 10, that distinction matters enormously.

"Being just an ecommerce channel started to silo us away from the way customers wanted to engage with us," says Natalie. "A better thing to do was move away from being traditionally ecommerce and actually look at becoming a full digital customer experience team."

That shift opened the door to initiatives like wayfinding, a feature that lets customers locate products in-store from their device, without tracking down a team member. The goal was to improve the in-store experience without creating friction for customers who simply wanted a standard website journey. 

To get there, Natalie's team ran A/B tests in Dynamic Yield and used Contentsquare to evaluate why certain page versions were winning across every dimension.

"We used Contentsquare to answer, which of those A/B tests were working well? Which had the least number of frustrations? Which were generating the most revenue? Which were engaged with the most? You can do personalization as an A/B test, but it's not necessarily giving you those engagement metrics. And that was really critical for us."

Natalie White

Lead Product Manager for Digital Customer Experiences

To capture the full picture, Natalie's team built a digitally influenced revenue metric, tracking the complete customer journey from online browsing, through in-store wayfinding, to a feature called ‘Flash and Find’ (where tapping a button flashes the electronic shelf label to pinpoint the exact product on a shelf), all the way through to purchase.

"What we can do is understand that full customer journey and understand the revenue that was influenced by those digital interactions. To understand: what at the start could we do to make those even better?" says Natalie. 

Since rollout, the team continues to monitor customer behavior through Contentsquare, using new signals to shape the next iteration of the experience.

3. Prioritizing optimizations based on impact 

Being able to put a number on friction with Contentsquare’s Impact Quantification capability has transformed how Natalie's team prioritizes work, from the content team deciding which pages to improve, to UX designers knowing which experience to tackle first. 

With limited resources, that quantification cuts through the guesswork and makes it easier to have honest conversations with the wider business about where investment is needed and why. "Often you're having those conversations where you're like, you'd logically think it's this or that, but now actually the data is telling us, and we hadn't had that data before."

The results

The wayfinding proof of concept alone delivered results Natalie hadn't anticipated:

• Significant incremental website revenue generated during the proof of concept period

• ~1,200 in-store transactions influenced through digital interactions

• 100,000+ users engaged with the wayfinding feature

With a strong focus on optimizing its omnichannel journeys, of which wayfinding is just one part, digital channels now influence approximately 33% of Mitre 10's total in-store revenue. This reflects how far Mitre 10 has come as a genuinely omnichannel operation.

The impact goes beyond the numbers. Contentsquare is now a daily tool for teams across the business, from content and UX to product, development, and digital operations, with session replays, rage click data, and revenue quantification shaping decisions at every level.

"Contentsquare has almost become a person in our team now, which is really nice. It's enabled us to have the empathy for the customer that we've so wanted to have, but often haven't had the tools or the metrics to look into. To understand if we are actually being good humans to the good humans that shop with us."

Natalie White

Lead Product Manager for Digital Customer Experiences

What’s next

Three years in, Natalie and her team show no signs of slowing down. With wayfinding now live across all 87 stores, their focus is shifting to the next frontier: applying the same rigor to in-store team member experiences, ensuring the digital tools that staff use to serve customers are just as optimized as the customer-facing ones.

At the same time, the addition of Contentsquare’s AI agent Sense is opening up new ways for teams across the business to move faster. With multiple users approaching the platform with different questions and priorities, an AI layer that can cut through the admin and surface answers quickly is making Contentsquare more accessible than ever.

"With Sense, we’re understanding results much quicker. We can ask the questions, and it does the admin work for us. That's been really helpful."

Natalie White

Lead Product Manager for Digital Customer Experiences