Topaz Develops Consumer-led Forecourt

October 1, 2009

Topaz, a runner up in the first International Convenience Retailer of the Year Award, has launched a new format, which responds to consumer needs in food and fuel.

Ireland’s leading forecourt operator, Topaz, has developed a truly consumer-led format.

Launched in early 2008, the first new shop and forecourt formats were opened in Dublin Port and Kill. By March 2009, the Topaz brand was extended to 300 stations and trucks.

Topaz offers a full service restaurant

Based on in-depth consumer research, central strands of the new format include service, concern for the environment and people.

According to Topaz, the brand aims to lead via innovation, being proactive, thinking ahead and being first to market. At the same time, it listens and is considered, caring and reflective, it says.

Topaz harnessed technology to drive innovation in the new stores.

On the fuel side, it included an additive as standard in all transport fuels, which cleans the engine, reduces CO2 emissions and improves efficiency by 3%. In addition, Topaz has a 5% bio-fuels blend in all its fuels.

Fuel card users can also text their location and receive a text with their nearest forecourt site, while fleet card users can take advantage of pay at pump facilities.

Modern sit down area

Customer service has also been enhanced in-store with touchscreen technology to deliver faster and more accurate ordering.

Topaz's flagship sites at Dublin Port and Kill provide a modern convenience store with a sit down area. The offer includes hot and cold food-to-go, smoothies and freshly prepared meals.

Personal needs are catered for too with showers, a laundry room, games room, internet kiosks, Wi-Fi, ATMs, Lottery and an entertainment section.

There is also a full service restaurant and a separate truckers' lounge.

Topaz has extended its brand to a range of own brand products including milk, firelighters and light bulbs. Back on the forecourt, the Topaz name spans facilities including car wash and truck wash, a smart driving centre and rest area.

Corporate social responsibility is top of the agenda for the Topaz brand too.

It supports charities including UNICEF and the Meningitis Trust, sells Fairtrade tea and coffee and sponsors key local events including the Topaz Donegal Rally, Rose of Tralee and Galway Ocean Race.

Topaz provides a range of freshly prepared meals

The brand investments are paying dividends. Topaz has benchmarked the format across a number of key criteria and compared the results with its rivals. In categories including service, environmental concerns, facilities, salience, style/decor, dynamism, empathy, scale and focus, Topaz was ranked first each time. On price and value, it was ranked second only to Tesco.

Such scoring has won further plaudits with the Irish Marketing Institute naming Topaz the brand launch of the year in 2008. The company has also picked up the Irish Independent Best Workplaces in Ireland award in 2008 and 2009 and has scored best in class results in Gapbuster's mystery shopper programme.

The outlook is rosy too with a reported double digit growth in EBITA in company-owned business and high double digit growth in revenues from converted Shell and company-owned, company operated sites.

Staff levels have risen accordingly with growth from 950 to 1,450 employees - all fully trained and supported through succession and performance management systems. As a result, staff and management retention is 65% annually - another feather in the cap for the Topaz brand.