Topaz's Play or Park

This case study explains how Topaz, a fuel and convenience retailer in Ireland, built built a sustainable, long-term profitable relationship with its customers through the creation of a highly innovative, unique and category-changing loyalty strategy.

Topaz's Play or Park

Agency: Target McConnellsMedia: PHDClient: Topaz

Introduction & Background

In 2013, Topaz - Ireland's largest fuels/convenience retailer - faced a very challenging commercial reality with a number of distinct challenges:

  • The brand was experiencing declining market share.
  • The overall Fuels market was predicted to decline by 6%.
  • Research showed that 72% of customers claimed to "either know the exact price of fuel or have a good idea of the price" and 36% claimed to choose their stations solely based on the cheapest price1. As such, customers consider fuel to be...

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