AUCKLAND, Today: Mitre 10 Club’s Discount Days, created with loyalty specialists Quantum Jump, has been named a finalist in two major global loyalty award programmes this week.
The initiative has been shortlisted in both the 2026 International Loyalty Awards and the 2026 Asia Pacific Loyalty Awards, recognising its impact on how Mitre 10 Club members engage with the brand.
Originally launched as a short-term sales activation, Discount Days has evolved from pilot to a permanent part of the wider Mitre 10 Club programme.
Mitre 10 Club now connects with hundreds of thousands of Kiwis each week through DIY and garden content, exclusive offers and practical advice, and has continued to grow strongly since launching in 2021.
At the APAC Loyalty Awards, Discount Days is a finalist for Best Use of Multi-Channel Communications and Best Short Term Marketing Initiative. It’s also a finalist for Best Short Term Loyalty Initiative Worldwide at the International Loyalty Awards.
“‘Discount Days’ has been a real hit with Mitre 10 Club members, especially at this time where Kiwi are seeking great value. Our stores have really got in behind it, and the ROI has been tremendous.” – Jodie Swafford, Head of Loyalty & Partnerships at Mitre 10
Jodie Swafford, Head of Loyalty & Partnerships at Mitre 10 says the initiative has struck a chord.
“‘Discount Days’ has been a real hit with Mitre 10 Club members, especially at this time where Kiwi are seeking great value. Our stores have really got in behind it, and the ROI has been tremendous”.
Ben Goodale, CEO of Quantum Jump, says emotional connection was key. “Increasing the impact of a loyalty or engagement programme is often about finding more emotive ways to connect beyond pure rational behaviour.
“‘Discount Days’ tapped into a human truth, and beyond that, how we connected this with members was crucial to its success. We are so delighted for Mitre 10 that it has been recognised globally”.
Creatively, Discount Days uses bold retail cues and a stopwatch visual to cut through, with a simple, time-bound offer that’s easy to understand and act on.
The APAC Loyalty Awards will be held on 19 March in Melbourne, with the International Loyalty Awards taking place on 30 April in Atlanta.
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