Topaz Thinks Ahead in Irish Market

Topaz, Ireland’s leading forecourt retailer, claims there is an opportunity to stretch its brand in the dynamic convenience retail market despite the economic downturn.

Speaking at the Insight NACS Global Convenience Benchmarks event in Dublin in March, Topaz retail director Frank Gleeson said: “We are creating a brand for tomorrow’s consumers. It will stretch from a great cup of coffee and a freshly made sandwich to quality transport fuels to a local home heating supplier to whatever in the future.”

Frank Gleeson: thinking ahead

Gleeson revealed the company has invested in consumer research but rather than hold discussion groups with demographically representative consumers it hosted creative workshops with architects, designers, engineers, media personnel and actors.

“We wanted the groups to have the ability to project,” he said. “We were exploring the station of the future, not attitudes to existing sites.”

The participants were visually and verbally tasked to illustrate their vision for the optimal station of the future, Gleeson said.

Their input, underpinned by the company’s own values, has helped to build the Topaz brand from the bottom up, he said.

Topaz is communicating this strategy via new marketing materials featuring the Topaz Earthmark logo and a ‘Thinking ahead’ strapline. Respecting the environment and leadership are key strands in the brand strategy, which includes offering environmentally-smart bio-fuels, installing technology for pay-at-the-pump and serving Fairtrade coffees alongside fresh sandwiches and snacks.

Gleeson said other key elements of the brand proposition include a complete customer service experience, home heating products and fully stocked, secure ATMs in-store.

“Our unique communications ‘universe’ is based on the Topaz identity and Earthmark,” he said.

“Our tone of voice is open, optimistic, fresh. Our premise is a commitment to do things better.”

In terms of the forecourt design, Gleeson said Topaz had made a conscious decision to be atypical.

The sites use the company’s earthy colour palette and include the Earthmark in the forecourt architecture.

“Our retail destinations are the tangible expression of what we stand for,” he said. “We are delivering customer experience not only through the retail locations but through the visual and verbal messages we send via physical architecture, our retail concept and consistent service delivery.”

Gleeson told delegates the brand has been extended across food and non-food lines and initial feedback showed the company had succeeded in growing awareness. It has scored highly with consumers in areas such as style and décor, service, environmental concerns and price and value.

“We have introduced a new standard into Irish forecourt retailing. Topaz is a living, breathing brand built based on the insight, needs and desires of our consumers,” Gleeson concluded.