How Mitre 10 Increased Sales through Faster SKU Onboarding and Scalable Product Content enrichment

Mitre 10, part of Metcash (ASX: MTS) alongside notable brands like IGA, Total Tools and the Bottle-o, operates one of Australia’s largest and most complex home improvement assortments. The brand spans more than 400 independently owned and corporate stores, some carrying more than 30,000 individual product lines. With a catalogue spanning hardware, tools, building materials, and DIY essentials, the brand was determined to deliver customers a superior online buying journey, prioritizing a shift to make physical inventory digitally discoverable.

The Challenge

While Mitre 10 stores had a wide assortment of products available, many SKUs lacked the structured digital content required to support modern commerce. Specifically, store and franchise-specific ranges were not consistently discoverable online, which limited their visibility to customers conducting research before visiting a location.

At the same time, Mitre 10 was preparing to launch a selection of products on Uber’s marketplace for the first time. Although the products were already available on store shelves, getting them listed digitally was no small feat – they lacked the necessary digital content, like product titles, descriptions, and images.  

Although the team recognized that their digital presence could use improvement, asking the lean, internal team to handle both priorities for thousands of SKUs would have been an unachievable task.  The team needed a scalable, reliable solution that wouldn’t need to compromise on speed, accuracy, or fill-rate.

The Solution

Mitre 10 partnered with Trustana to execute a focused pilot, one designed to remove product content bottlenecks and enable quick digital expansion without disrupting day-to-day operations.

The objective was to prove that structured, scalable product content could unlock new channels, bring store-ranged products online, and deliver measurable commercial impact.

The pilot focused on four core objectives:

• Bring physically available store and franchise-specific ranges online
• Prepare market-ready product content for launch on the Uber marketplace
• Increase operational throughput and reduce publishing delays
• Validate the in-store sales impact of improved online product content quality

Trustana and the Mitre 10 team aligned on clear content standards, then utilized the platform to implement an enrichment workflow, generating structured titles, descriptions, images, and attributes. This enabled hundreds of SKUs to meet online publishing standards in days rather than months.

With the Uber launch approaching, preparing hundreds of SKUs would normally have meant stopping all other enrichment work. With Trustana, Mitre 10 didn’t have to choose. The team kept new product onboarding moving with 1,000 products enriched and published within a single week, meeting a critical Uber time-to-market deadline.  

As the pilot progressed, Mitre 10 moved away from outsourced and manual content creation to a structured process of review and approval. Teams focused on validation instead of generation, allowing faster iteration, ongoing refinement, and a repeatable model for scaling digitally.

The Results

Over the course of the pilot, Mitre 10 enriched 10,000 SKUs and achieved a clear improvement in onboarding speed, content completeness, and retail performance. Key results included:

• +12% in retail sales across enriched SKUs.
• Inaugural launch on Uber Eats marketplace.
• Higher engagement observed on enriched product pages.
• Reduced manual fixes and fewer content gaps delaying SKU launches.
• Improved speed to publish for warehouse and store-specific ranges.

Following the success of the pilot, Mitre 10 expanded the engagement to cover an additional 45,000 SKUs, embedding structured enrichment into its ongoing product onboarding process.

By removing content bottlenecks and accelerating digital publishing, Mitre 10 has transformed product data from an operational constraint into a catalyst for sales and digital growth.

“We saw a 12% increase in retail sales on the products that were enriched. It clearly demonstrated the impact that more complete, higher-quality product content has on customer confidence and purchasing.” - Kris Creed, Digital Content Team Leader