Forecourt operator Topaz has won a European Loyalty Award for its Play or Park loyalty scheme, making it the first winner of the award from outside the travel industry. The award was presented at the Airline Business/Global Flight Loyalty Conference 2014, held in Amsterdam.
Topaz won the award in the Customer Relationship Management category, which traditionally has been won by airline companies. The company was praised for developing a loyalty game different to a typical ‘earn and burn’ programme, the judges said.
Representing Topaz at the awards were Managing Director and Loyalty Manager of Chilli Pepper Marketing, Laura Murphy and Leanne Papaioannou, who advised Topaz on the Play or Park scheme.
“We were one of the first brands to use an ongoing gaming mechanic as the central pillar of our loyalty programme," said Murphy, "and it is great to have our innovative approach and the commercial success of Play or Park recognised with this prestigious award.
"Play or Park has only been up and running for a year but already we have signed up over 220,000 registered players. It has enabled us to deepen our engagement with our customers be it at the point of sale or on social media and to build brand loyalty organically.”
© 2014 - Checkout Magazine by Karis Copp
