Creating a RETAIL INDUSTRY LEADER from the Ground Up: Topaz Retail Petroleum New Concept

The CBX Worldwide Partnership
CBX
35 East 21 Street
New York NY 10010
T 212 404 7970
F 212 404 7941
W www.cbx.com
Creating Brand Difference
Capabilities Presentation
Topaz Energy Group, Ltd.
Dublin, Ireland
13 May 2009

Contents
• Who we are, how we think, what we do
• The opportunity
• Relevant macro trends affecting our consumer
• Brand Alchemy: Getting to new ideas through unique associations
• Hypothetical concept platforms
• Our approach
• Questions
2

our expertise
Strategy
Creative
Environments

strategy
Brand positioning
Innovation
Design planning
Consumer research

creative
Visual naming™
Brand identity
Collateral systems
Packaging graphics
Motion branding
Brand standards

environments
Concept development
Programming & planning
Retail design
Retail operations
Merchandising
Foodservice development
Project coordination

Our expertise
7
Retail Design
Brand Strategy
Naming & Brand
Architecture
Logo Design
Visual Identity Systems
Research
Interactive Design
Environmental Design
Brand
Expression
Package Design
Print Collateral

How we think
8
Get smart,
dive in deep and
make hypothesis
Let creativity ﬂy
and test ideas
Synthesis learning
and chart a path

The CBX Worldwide Partnership9
CBX Worldwide Partnership

New York
Minneapolis
San Francisco
Mexico City
Buenos Aires
Sao Paulo
Madison
Chile
London
Amsterdam
Melbourne
Shanghai
CBX Worldwide Partnership

Clients

a snapshot
Dove
Snapple
Häagen-Dazs
Petro-Canada
Primax
PKN Orlen
LG Mobil China

Project objectives
• The focus will be on providing a step change to the entire offering (kerb to kerb),
• To maximise the retail potential
• To broaden the appeal / customer experience.
• Create a Customer centric and distinctive Convenience platform
• Deliver into a concept Store(s) to drive competitive advantage within the Irish market
• To provide Topaz with a scaleable blueprint for the future
• Breakdown of cost –visibility of all budgetary costs throughout the project
• Total Store: Review and Re-Allocation of Space
• Delivering the Experience through Design
• Proﬁtability
[Create a new retail store design that will] Identify the Topaz brand as one of a high
quality service that places it above its competitors in today’s challenging markets.

The Irish Market
Petrol/Energy
Market/Convenience
ExperienceFunctional

The Irish Market
CENTRA
Petrol/Energy
Market/Convenience
ExperienceFunctional
SIMPLY
FOOD
( )

The Irish Market

Topaz Brand
23
Business Strategy: It’s about a game change
Customer Experience: Thoughtful leadership
Communication Strategy: ‘Little Big Things’

Customer
Topaz Brand Pillars
24
The Community
Topaz “Thinking Ahead”
Soc&Env
Innovative
Trusted
Value

Social and Environmental Responsibility: We’re keenly aware of the impact of our business on the
environment. We want to integrate environmentally-smart practices before they are regulated into
our business. Through sustainable building methods, efficient energy usage, bio-fuels and use of
renewable resources such as solar power, we will diminish our impact on the environment.
Innovative: Ideas that deliver greater efficiency, better value, more convenience or a nicer
experience for our customers will result in greater loyalty to our brand. We will be the first petrol
brand to offer Pay-at-the-Pump convenience across the network of sites. Touch-screen ordering and
Wi-Fi availability in our stores allow to help our customers be more productive in their lives.
Trusted: We are Ireland’s leading fuel supplier. With that comes a commitment to always deliver
for our customers - to deliver only the highest quality fuels, goods and services available, to invest
more in our network in order to build an even closer relationship with our customers as time goes on
and to represent the best of modern Ireland in all we do.
Value: A profitable business for the long term is built on competitive pricing. Our customers are glad
to pay fair prices if they believe they are getting good value – value for the products and services
they buy and the experience they enjoy.
Topaz Brand Pillars

Macro trends
affecting our consumer

Macro trends affecting our consumer
• A search through several trend tracking web sites and agencies has revealed a number of relevant
macro trends affecting the current and future Topaz consumer.
2727

2727
Gross
National
Happiness
Torquing
DIY Wellness
Ready Set Go!
En Vogue
Cultural Fusion
Locavore
Scrimp &
Splurge
Hyperlife
Foodie 2.0
Total
Sustainability
Healthy
Nesting
Eco-Bounty
Trysumerism
Karma
Capitalism
Richer
Experiences
Techno-
Morphing
Convergence
Positional
Consumption
Ethnocentrism
Fingerprinting

2727
Gross
National
Happiness
Torquing
DIY Wellness
Ready Set Go!
En Vogue
Cultural Fusion
Locavore
Scrimp &
Splurge
Hyperlife
Foodie 2.0
Total
Sustainability
Healthy
Nesting
Eco-Bounty
Trysumerism
Karma
Capitalism
Richer
Experiences
Techno-
Morphing
Convergence
Positional
Consumption
Ethnocentrism
Fingerprinting
How do we
make sense
of all of this?

The CBX Worldwide PartnershipThe CBX Worldwide Partnership28
Macro trends: A world of Great Expectations
A further review of the relevant trends revealed some even broader consumer relationship
themes, speciﬁcally as they pertain to c-store business and Topaz brand.
Convenience
• Ready Set Go!
• Convergence
• Hyperlife
Health & Wellness
• DIY Wellness
• Locavore
• Foodie 2.0
Design
• En Vogue
• Universal Design
• Torquing/Richer
Experiences
Corporate
Responsibility
• Gross National
Happiness
• Total Sustainability
• Karma Capitalism
Value
Scrimp & Splurge

The CBX Worldwide PartnershipThe CBX Worldwide Partnership28
Macro trends: A world of Great Expectations
A further review of the relevant trends revealed some even broader consumer relationship
themes, speciﬁcally as they pertain to c-store business and Topaz brand.
Convenience
• Ready Set Go!
• Convergence
• Hyperlife
Health & Wellness
• DIY Wellness
• Locavore
• Foodie 2.0
Design
• En Vogue
• Universal Design
• Torquing/Richer
Experiences
Corporate
Responsibility
• Gross National
Happiness
• Total Sustainability
• Karma Capitalism
Value
Scrimp & Splurge
Thinking Ahead.

From convenience being constrained by physical limitations
of geographic location...

...To a digital world creates an open source paradigm that
takes conveniences to a new level by transcending all
physical limitations.
Outsourcing effort: People are increasingly outsourcing daily
tasks to utilize others’ time and effort in order to ease their own
lives. This is reﬂected by, 1) the use of professional services and
advanced technologies for help with daily chores; 2) eating out,
buying take-outs and home-meal replacements with greater
regularity and 3) automated living: using connective technologies
to make life easier.
Datamonitor Global Consumer Trends Study

From high design is only for high brow...

...To design for all.
The twenty-ﬁrst century isn’t what the old movies imagined. We citizens of the future don’t wear conformist jumpsuits, live
in utilitarian high-rises, or get our food in pills. To the contrary, we are demanding and creating an enticing, stimulating,
diverse, and beautiful world. We want our vacuum cleaners and mobile phones to sparkle, out bathroom faucets and desk
accessories to express our personalities. We expect every city block to offer designer coffee, several different cuisines, a
copy shop with do-it-yourself graphics workstations, and a nail salon for manicures on demand. We demand trees in our
parking lots, peaked roofs and decorative façades on our supermarkets, auto dealerships as swoopy and stylish as the cars
the sell.
- Virginia Postrel, The Substance of Style

I like that. I’m like that.
...To design with purpose.

...To designed by me.

...To experience design.

From health as destination that requires sacriﬁcing the things
we love (remove the bad)....

...To Health & Wellness as a vibrant and harmonious journey
towards a better lifestyle (add more of the good).
Positive nutrition: Consumers are no longer focused solely on what has been removed from products when making
attempts to eat and drink more healthily. Instead, the notion of ‘positive nutrition’ is being embraced – looking at what’s
been added or what is inherently good about products rather than focusing on the removal of the ‘bad’ content.
Datamonitor Global Consumer Trends Study

...To Health & Wellness as a vibrant, pastoral romance that
brings us closer to what it means to be human.

...To Health & Wellness as a vibrant and harmonious journey
towards looking and feeling good at every age.

From Adversarial Capitalism (Consumers with a Conscience)...

“It’s naive to think
corporations can or will
sacrifice profits and
shareholder returns in order
to fight global warming.
Firms that go green to
improve their public
relations, or cut their costs,
or anticipate regulations are
being smart.”
Supercapitalism: The Transformation of Business,
Democracy, and Everyday Life:
Robert B. Reich
...To Supercapitalism (Proﬁts with a Purpose).

Welcome to the world of Great Expectations
• While the primary category needs may never change, consumer expectations on how those
needs are fulﬁlled are constantly on the move.
42Sources: Ethnography, 2005; Category Groups, 2006 43
I expect service at the speed of thought.
I expect brands to be forces for
positive change in society
I expect great design for everything
I expect delicious food offerings that are healthy(ish)
...and I expect to all be delivered at a price I can afford.

• The macro consumer trends shared were derived from a range of external forces outside of the c-store
category but nonetheless are dramatically affecting the expectation levels of our consumer when they
shop at a c-store.
• In searching for ideas to that will take Topaz to the next level of a c-store shopping experience, we
must look outside of the category to ﬁnd relevant inspiration.
• A new combination of externally inﬂuenced services/products/design/experience delivered in a c-store
format with Topaz tone of voice will allow the brand to take the category to the next level in distinct yet
highly relevant way.
The creative process: How to get to new ideas
+ ?

Brand Alchemy
B
Base brand
(1)100.00
10 1
C
Catalyst brand
(3)300.00
30 3
U
Unique Ideas
(9)900.00
90 9
+ =

Brand Alchemy example
+ =

Brand Alchemy is NOT CO-BRANDING
+ =

What new ideas can be generated through these unique combinations?
+
+
+
= ?

Get inspired
1. Road Signage
2. Architectural language (e.g. Apple’s glass box)
3. Entrance Experience
4. Layout
5. Design Aesthetic
(Color, Materials, Textures)
6. WOW Factor
7. Private Label Product
8. Customer loyalty +

Get inspired

Get inspired
1. Road Signage
4. Layout
5. Design Aesthetic
6. WOW Factor

Get inspired

Get inspired
1. Road Signage
4. Layout
5. Design Aesthetic
6. WOW Factor

Get inspired

Concept platforms
• From the Brand Alchemy exercise we established 3 Topaz retail concept platforms for creative
development.
• We have started to bring 2 of them to life to share with you here today.
Life. Better. Better Solutions Better Tomorrow

Moving up the progression of economic offerings
How can we lead with the Topaz brand essence of optimism and innovation, while still
delivering on all of the core functional consumer needs? How can we move beyond goods and
services and begin to provide an experiential convenience offering for our consumer?
Commodities
Goods
Services
Experiences
Source: “The Experience Economy:Goods and Services Are No Longer Enough”, Joseph Pine and James Gilmore, Harvard Business School Press
Value
Progression

life. better.

life. better.
61

Leveraging brand to deliver the ultimate economic offering
How can we take the Topaz brand even further up the value chain of economic offerings by
adding a transformational component to its brand experience?
Commodities
Goods
Services
Experiences
Transformations
Value
Progression
Source: “The Experience Economy:Goods and Services Are No Longer Enough”, Joseph Pine and James Gilmore, Harvard Business School Press

Better tomorrow

life. better + solutions
SPEED
SIMPLICITY
PRICE
• QUICK trip format > fill up your tank + find an array of products &
services which consolidate the errands dilemma….multiple mission
fulfillment
• 1 2 3 > we need it simple & shouting simple ideas for meal prep, whether
a little prep or none at all
• AFFORDABLE > an offering that feels like a little indulgence, but one
we’re comfortable in doing more than once a week
What do we need in a meal Solutions
resource?

Other layout options

Other exteriors

Other ideas

CBX | Our Process
Focus
Projection
Vision
Identity
Environment
Documentation
Spotlight™
Retail Design
Store opening
1
2
3
6
4
5
7
Implementation

Spotlight™ – Brand Strategy
• In-depth kick-off meeting
• Internal management
interviews-partially
completed
• Retail audit-partially
completed
• Analogous brand learning
• Enhancing strategic
communication
• Consumer/brand relationship
• Usage experience
• Focus on “ideal” experiences
• Impact on competitive
perception
• Establish communications
objectives
• Establish brand strategy for:
- Logo usage/requirements
- Retail store image
- Graphic communications
system
• Presentation of ﬁndings and
recommendations
• Develop creative road map
for subsequent phases
• Design strategy to cover the
following:
- Communications strategy
- Facility/layout rationale –
issues/opportunities
- Merchandising/CVP
83
VisionProjectionFocus
Timing: included
Fees: included
Timing: included
Fees: included
Timing: 4–6 weeks
Fees: $45,000 - $65,000

DocumentationDesign Development
Retail Design - Concept thru Implementation
• Review of Spotlight™
recommendations, findings and
creative brief
• Broad range design exploratory
• Optimization & refinement of
design options
• Examples of each store identity
direction will be featured on 2–3
selected applications for
context (i.e. signage, package,
etc.)
• Additional rounds of refinement
• Finalization of selected
direction
• Conduct a design exploratory
for the retail environment –
design exterior and interior, as
necessary
• Designs to cover: Retail graphic
system, layout, Interior and
exterior signage, customer
touch-points
• Building sections and details
• Fixture layouts
• Building elevations
• Lighting
• Application and color studies
• Develop documentation for 1
prototype location, including all
specifications, final color and
material selection
• Coordination with local
architects, engineers, vendor/
suppliers and contractors for
implementation Identity size/
placement
• Typography, layout and color
palette and size variants
• Fee includes 1 prototype
remodel and 2 additional
adaptations
84
Timing: 4–6 weeks
Fees: $55,000 - $75,000
Timing: included
Fees: included
Timing: 4–6 weeks
Fees: $145,000 - $185,000
Creative Ideation

Appendix: Possible Topaz concept platforms
Concept platforms that can deliver on Topaz’s four brand pillars (Society and Environment,
Innovation, Values, Trust) and its “Thinking Ahead” brand position in a differentiated yet
relevant way.
Life. Better
• Brand Catalyst: Target
• Strategy: Portfolio of exclusive house
brands and brands by famous chefs made
exclusively for Topaz
• PWP POV: The democratization of quality -
making quality affordable and accessible -
drives sales and makes for a happier,
healthier community.
Better Solutions
• Brand Catalyst: Apple
• Strategy: More intuitive, more human, more
accessible store design that allows
consumers to get in and out more
efﬁciently but is also beautiful enough to
make them want to stay.
• Leverage the convenience of location by
creating a more “open source” store format
that partners with other orgs to provide
relevant services (ex. banks, phone
companies, Google, pharmacies, health
orgs)
• PWP POV: Universal Design is good for
everyone (people with disabilities, the
elderly, and the young hipsters) and can
drive sales through ease of access and
functionality.
• Though an open source format, Topaz
serves as a modern and innovative hub of
today’s community.
Better Tomorrow
• Brand Catalyst: GE
• Strategy: Translate “green” from an
abstract concept to a visceral consumer
experience that drives trafﬁc and deepens
loyalty.
• PWP POV: Innovative thinking can make
what’s good for the environment, good for
business as well.

thanx

thanx
CBX | 35 East 21st Street New York NY 10010 | 212 404.7970

Creating a RETAIL INDUSTRY LEADER from the Ground Up: Topaz Retail Petroleum New Concept

Recommended

Recommended

More Related Content

Similar to Creating a RETAIL INDUSTRY LEADER from the Ground Up: Topaz Retail Petroleum New Concept

Similar to Creating a RETAIL INDUSTRY LEADER from the Ground Up: Topaz Retail Petroleum New Concept (20)

More from Ann Odell

More from Ann Odell (12)

Creating a RETAIL INDUSTRY LEADER from the Ground Up: Topaz Retail Petroleum New Concept