Total to relaunch TOPS loyalty scheme with increased emphasis on rewards for men

Petrol retailer Total is relaunching its long-running TOPS loyalty card scheme, with new redemption opportunities in order to appeal to more men. The scheme will include vouchers that can be redeemed at retailers such as B&Q and Comet.

TOPS, which has not been changed since its launch in 1991, currently allows members to collect points that can be exchanged for Marks & Spencer and Boots gift vouchers. But customer research conducted in March showed a demand for a greater choice of retailers. The scheme will be relaunched from November 5, with the participation of Kingfisher Gift Vouchers – which can be redeemed at B&Q, Comet, MVC, Woolworths and Woolworths Big W.

Total UK retail marketing executive Fiona Over says: “Marks & Spencer and Boots are strong partners, but DIY and music were coming through from men in the focus groups. So, we decided to bring in another partner to widen the appeal of the scheme, particularly to men.”

A spokeswoman denies that the move is in reaction to the Nectar loyalty scheme’s tie-up with BP.

An online points tracking and redemption service is being launched at topscard.com. The site will also offer tailored customer promotions.

New look point-of-purchase material and an online TOPS card to be used in conjunction with the website will also appear.

The relaunch will be supported by direct mail, SMS and a radio advertising campaign created by Miles Calcraft Briginshaw Duffy.

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