Post on 21-Jan-2015
description
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