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Topaz Play or Park Loyalty Presentation
The document outlines a retail business with an annual turnover of €3.3 billion and a diverse customer base, including 150,000 fuel card and 250,000 home heat customers. It discusses the challenges of maintaining customer loyalty in a low-margin environment and presents a strategy to enhance engagement through a unique loyalty game that rewards customers with points. The company aims to improve communication and cross-sell opportunities while leveraging mobile marketing and staff engagement to strengthen customer relationships.
Topaz Play or Park Loyalty Presentation
- 2. Our Business: Retail,Commercial, Wholesale €3.3 billionannual 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 Litressold annually No.1 Retail Forecourt Position 336stations and growing 100% IRISH OWNED About Topaz
- 3. Integration across different businesses Linkingall Topaz customers Retail, Fuel Card, Home Heat IT systems across the business Low margin environment The loyalty challenge
- 4. 1.5m transactions perweek 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?
- 5. “Be quick, simpleand 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…
- 7. ‘We could havecreated a boring loyalty programme, but a loyalty game …that’s better!’
- 8. 1 Litre Fuel =1 Point Earning Points
- 10. Three Kinds ofRewards
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- 15. Direct Mail toExisting Customer Base
- 16. Using our Networkfor effective aligned communication
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- 18. Richard Smith, Drogheda winsa VIP trip to the Maldives John Corrigan, Navan wins a VIP trip to Monaco
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- 20. Continue to growthe Relationship with Customer Greater use of mobile marketing to communicate Maximize new technology A look to the future…
- 21. Staff Engagement Relevant CoreRewards Customer participation Key learning's