Topaz Play or Park Loyalty Presentation
Jan 21, 2015
Customer loyalty is a strategic priority for many Irish businesses this year; that’s why An Post has launched a superb new resource, the Direct Debate. This portal will let you share your views on loyalty and put the best tools, case studies, and practical advice to work for your business. It’ll grow to become a one-stop shop for the strongest research, brilliant ‘how-to’ guides and fresh perspectives. And it’s all yours, for free.
On the 1st May, we invited Paul Candon, the Marketing and Corporate Services Director of Topaz and Leanne Papaioannou, Managing Director of Chilli Pepper Marketing to share their Loyalty perspectives.
Topaz recently launched 'Play or Park' a new loyalty game that aims to give Topaz a keen competitive edge. The results to date are staggering, even in its first few weeks.
Attendees heard about the Topaz loyalty journey, why loyalty is considered a competitive advantage, and what it takes to get a loyalty programme off the ground.
Find out all you need to know about loyalty now at anpost.ie/directdebate.
On the 1st May, we invited Paul Candon, the Marketing and Corporate Services Director of Topaz and Leanne Papaioannou, Managing Director of Chilli Pepper Marketing to share their Loyalty perspectives.
Topaz recently launched 'Play or Park' a new loyalty game that aims to give Topaz a keen competitive edge. The results to date are staggering, even in its first few weeks.
Attendees heard about the Topaz loyalty journey, why loyalty is considered a competitive advantage, and what it takes to get a loyalty programme off the ground.
Find out all you need to know about loyalty now at anpost.ie/directdebate.
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Transcript
Our Business: Retail, Commercial, Wholesale
€3.3 billion annual turnover
150,000 Fuel Card Customers
250,000 Home Heat Customers
5 million Coffees sold annually
5 million Newspapers sold annually
1700 employees
50% of Ireland’s petrol,
diesel, aviation fuel
& oil imports
3 billion Litres sold annually
No.1 Retail
Forecourt Position
336 stations and growing
100% IRISH
OWNED
About Topaz
Integration across
different businesses
Linking all Topaz customers
Retail, Fuel Card, Home Heat
IT systems across the business
Low margin environment
The loyalty challenge
1.5m transactions per week but who are our customers?
Huge brand presence but no direct communication to customers.
Differentiation Strategy - to keep customers coming back
Opportunity to cross sell and introduce new revenue opportunity
Why loyalty?
“Be quick, simple and fun”
“Rewards must be of value to ME”
“ I’d like a digital game tag ”
“I want to be distracted from the doom & gloom”
We listened, listened, listened…
‘We could have created a boring loyalty
programme, but a loyalty game
…that’s better!’
1 Litre Fuel
= 1 Point
Earning Points
Three Kinds of Rewards
Integrated multi-channel comms
Direct Mail to Existing Customer
Base
Using our Network for effective aligned
communication
On-going Staff Training
Richard Smith,
Drogheda wins a
VIP trip to the
Maldives
John Corrigan,
Navan wins a VIP
trip to Monaco
Winning!
Continue to grow the Relationship with Customer
Greater use of mobile marketing to communicate
Maximize new technology
A look to the future…
Staff Engagement
Relevant Core Rewards
Customer participation
Key learning's
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