Ireland's Topaz Places Huge Bet in Loyalty Game
DUBLIN -- Topaz, Ireland’s largest fuels and convenience retailer, plans to invest 3 million euros in a new interactive loyalty game for customers called PLAY or PARK.
The retailer expects PLAY or PARK, the first retail-based loyalty program in Europe to use an ongoing game mechanic, to attract over 250,000 members in its first year, according to a report last week by Petrol Plaza News.
“Irish people are very interested in loyalty schemes,“ said Topaz CEO John Williamson. “Ninety-three percent of them carry one loyalty card while almost two thirds have three. However, they only actively participate in half of them. Our customers told us they wanted something that was fun, engaging and interactive and that’s what we’ve done.”
Customers enter the game by collecting points that enable them to either PLAY for a prize every month, or they can choose to PARK the points and carry them forward to participate in the following month’s game. Everyone who plays each month is eligible for a complimentary Topaz Treat, such as a coffee with a muffin or a car wash.
Monthly prizes include a luxury holiday in the Maldives, a tour of various Michelin-starred restaurants in Europe, shopping in New York City with three friends (along with 8,000 euros spending money), a trip to Thailand and a new car (with free fuel for a year).
In addition, every quarter players can opt to play for a donation to a local charity of their choice and a cash prize for themselves. Topaz will match those donations with a donation to its own charity partner Aware, which helps depression sufferers.
The game will be promoted with a nationwide advertising program on television, social media, radio and print media.
"Through the imaginative use of technology PLAY or PARK will enable us to connect with our customers at a deeper level and to engage with them through various media, be it mobile, social media, e-mail or our newly designed website. But it will always be on the customer’s terms,” Williamson concluded.