Our Business: Retail, Commercial, Wholesale€3.3billionannual turnover150,000Fuel CardCustomers250,000Home HeatCustomers5 m...
Integration acrossdifferent businessesLinking all Topaz customersRetail, Fuel Card, Home HeatIT systems across the busines...
1.5m transactions per week but who areour customers?Huge brand presence but no directcommunication to customers.Differenti...
“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...
‘We could have created a boring loyaltyprogramme, but a loyalty game…that’s better!’
1 Litre Fuel= 1 PointEarning Points
Three Kinds of Rewards
Integrated multi-channel comms
Direct Mail to Existing CustomerBase
Using our Network for effective alignedcommunication
On-going Staff Training
Richard Smith,Drogheda wins aVIP trip to theMaldivesJohn Corrigan,Navan wins a VIPtrip to Monaco
Winning!
Continue to grow the Relationship withCustomerGreater use of mobile marketing tocommunicateMaximize new technologyA look t...
Staff EngagementRelevant Core RewardsCustomer participationKey learnings
Topaz Play or Park Loyalty Presentation
Topaz Play or Park Loyalty Presentation
Topaz Play or Park Loyalty Presentation
Topaz Play or Park Loyalty Presentation
Topaz Play or Park Loyalty Presentation
Topaz Play or Park Loyalty Presentation
Topaz Play or Park Loyalty Presentation
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Topaz Play or Park Loyalty Presentation

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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.

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Topaz Play or Park Loyalty Presentation

  1. 1. Our Business: Retail, Commercial, Wholesale€3.3billionannual turnover150,000Fuel CardCustomers250,000Home HeatCustomers5 millionCoffeessold annually5 millionNewspaperssold annually1700employees50%of Ireland’s petrol,diesel, aviation fuel& oil imports3 billionLitressold annuallyNo.1RetailForecourtPosition336stationsand growing100%IRISHOWNEDAbout Topaz
  2. 2. Integration acrossdifferent businessesLinking all Topaz customersRetail, Fuel Card, Home HeatIT systems across the businessLow margin environmentThe loyalty challenge
  3. 3. 1.5m transactions per week but who areour customers?Huge brand presence but no directcommunication to customers.Differentiation Strategy - to keepcustomers coming backOpportunity to cross sell and introducenew revenue opportunityWhy loyalty?
  4. 4. “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…
  5. 5. ‘We could have created a boring loyaltyprogramme, but a loyalty game…that’s better!’
  6. 6. 1 Litre Fuel= 1 PointEarning Points
  7. 7. Three Kinds of Rewards
  8. 8. Integrated multi-channel comms
  9. 9. Direct Mail to Existing CustomerBase
  10. 10. Using our Network for effective alignedcommunication
  11. 11. On-going Staff Training
  12. 12. Richard Smith,Drogheda wins aVIP trip to theMaldivesJohn Corrigan,Navan wins a VIPtrip to Monaco
  13. 13. Winning!
  14. 14. Continue to grow the Relationship withCustomerGreater use of mobile marketing tocommunicateMaximize new technologyA look to the future…
  15. 15. Staff EngagementRelevant Core RewardsCustomer participationKey learnings

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