Topaz Play or Park Loyalty Presentation
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
- 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 Linking all Topaz customers Retail, Fuel Card, Home Heat IT systems across the business Low margin environment The loyalty challenge
- 4. 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?
- 5. “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…
- 7. ‘We could have created a boring loyalty programme, but a loyalty game …that’s better!’
- 8. 1 Litre Fuel = 1 Point Earning Points
- 10. Three Kinds of Rewards
- 15. Direct Mail to Existing Customer Base
- 16. Using our Network for effective aligned communication
- 18. Richard Smith, Drogheda wins a VIP trip to the Maldives John Corrigan, Navan wins a VIP trip to Monaco
- 19. Winning!
- 20. Continue to grow the Relationship with Customer Greater use of mobile marketing to communicate Maximize new technology A look to the future…
- 21. Staff Engagement Relevant Core Rewards Customer participation Key learning's