Repsol, the Spanish multi-national energy company headquartered in Madrid, is transforming its service stations as a result of the energy transition and digitalisation and aims to outpace the competition in both convenience and mobility.
“They are becoming multi-energy centres that offer a wide range of solutions for mobility and consumption of our customers, from renewable fuels and electric charging to the collection points for online purchases,” states Alicia Cruzado Lopez, senior manager Repsol.
“Our service stations are incorporating, not only new types of energy and biofuels, but a range of products and services that often don’t have anything to do with our traditional business,” she says.
These respond to changing driver behaviours and trends.
The improvement in the efficiency of combustion engines has reduced the consumption of fuels, for example; while electric vehicles can now also be charged at home, work, shopping malls, and other public spaces.
The result is that drivers now visit service stations less frequently, although they stay there for longer when they go to charge their electric cars.
“So, if you want to have customers in your sites, you need to have more products and services and more opportunities for customers to visit you,” Cruzado Lopez says.
Insight Research will be visiting the market to see Repsol’s brand new flagship store and other best in class roadside retail with an international group ahead of the forecourt tech event in Alicante on September, 29-30th this year.
‘Double T’ – digital and energy transition
Repsol refers to digital transformation and energy transition as the ‘double T’ – two factors which have changed the context and operation of its sites and resulted in the launch of the SuperCor Stop & Go c-store format in collaboration with El Corte Inglés five years ago.
“Stores have evolved from selling lubricants to becoming true proximity supermarkets.
This approach has enabled us to redefine the customer experience at our stations,” Cruzado Lopez says.
Today, Cruzado Lopez heads up the more than 700 SuperCor Stop & Go franchises at Repsol, which been introduced equally across company-owned and dealer-operated service stations, totalling 3,300 sites in Spain.
Cruzado Lopez joined Repsol 25 years ago, starting in HR but moved into the business at the first opportunity to operate 300 service stations in the North West of Spain.
“I have a very good memories of those days, where I learnt a lot about this amazing business,” she says.
“When you really learn the business is when you have to operate directly a network of service stations with thousands of employees – I promise you I learnt something new every single day.
In my opinion, it’s the only way to know deeply the business and this experience helps you to make the right decisions when you move to other strategic positions or manager functions,” she says.
After 15 years, Cruzado Lopez moved to Madrid to take charge of Respol’s 900 company-operated sites, another big but rewarding challenge.
Two years later she was invited by Jorge Escuin, Repsol’s director of strategy and business development for mobility, to join a team to design and create SuperCor Stop & Go, a new franchise for Repsol’s service stations, developed in collaboration with El Corte Inglés.
The partnership has helped to transform the quality of the Repsol convenience store offer and intends to set it apart in Spain.
“I think it’s different because we believe we have a good partnership with another brand and give a good experience to our customers.
We’ve changed the offer – the quality of the products we are selling is really high and this quality is known by the customers,” Cruzado Lopez says.
Coffee has become a key product. Repsol has established strong partnerships with brands such as Nespresso and Starbucks and sells more than eight million coffees a year.
In addition, it has introduced quality food options such as Enrique Tomás (ham) and Lizarrán (hot) sandwiches.
These products are tailored to Repsol’s operational needs, with recipes that combine speed and quality, Cruzado Lopez says.
Latest SuperCor Stop & Go format
The newest SuperCor Stop & Go – Alfonso XIII – opened in Madrid in November 2024 has added the Levaduramadre bread and bakery brand to the mix and Repsol plans to roll out the offer to a further 100 stores.
According to Cruzado Lopez, these moves have transformed Repsol’s stations into meeting points where customers can refuel and enjoy a good meal.
“This model seeks to offer a cosy space, where customers can have breakfast or even work while enjoying a good coffee.
This includes Wi-Fi access and comfortable seating areas.
We believe this approach helps to build loyalty and generate more repeat visits,” she says.
Alfonso XIII is also the first site to feature a contact centre for gas and electricity.
This service allows customers to answer questions, manage bills and contract energy services in a personal and direct environment.
“We want to reach more electricity and gas customers and the best connection point is the service station,” Cruzado Lopez says.
“We also use it to explain our multi-energy offer: customers can get discounts of up to 20 cents per litre, depending on the energies they have contracted with Repsol, when they use Waylet [Repsol’s app].
“I really like the concept of “Gas station as city”, because you put services that were in the city into the station, and “City as gas station”, because the recharging is now outside of stations: at home, in the street, and at shopping malls, for example.
The challenge will be to have an offer that manages to generate traffic,” Cruzado Lopez says.
Repsol has a goal for 1,000 franchise SuperCor Stop & Go stores by 2028 and the new concept will be available in the newest stores the company opens this year and next, Cruzado Lopez reports.
Waylet app and Repsol Klin car wash
The Waylet app is another key differentiator for Repsol in the Spanish market and has become a cornerstone of the company’s customer engagement.
Launched in 2017, today it has a staggering more than 8,5 million users and Repsol processes 250,000 payments every day through Waylet, a quarter of its total daily transactions.
“Waylet helps us build customer loyalty,” Cruzado Lopez says.
“The loyalty program is integrated with the app, leading to more frequent usage and higher sales.
Waylet also provides insights into our customers, allowing us to fine-tune their experience and align with market demands,” she says.
“We have one million customers every day in our service stations, so we have a lot of information from those transactions, which enables us to personalise the experience, improve the deliveries of the products, , eliminate administrative tasks in the store and improve the operations in order to be more productive and efficient.”
Waylet has also enabled another major innovation at Repsol – the Repsol Klin car wash franchise.
Launched two years ago, it is now the biggest network in Spain, available in 450 service stations with 3,000 connected machines, and is 100% digital.
“Our customers can activate any car wash from their mobile phones, without tokens or coins.
This has also allowed us to launch the first fully digital subscription model for car washing in Spain, tailored to each customer’s needs.
For €7.95 per month, you can wash your car every day and also get a free vacuum,” Cruzado Lopez reports.
Repsol Klin provides another key reason for customers to visit its service stations and is attracting an incredible 3,000 users per day.
“The experience has been changed radically – it’s very convenient and easy for the customer.
Thanks to the IoT integration of our washing and vacuuming equipment, Waylet is now ‘talking to the car wash’ – it’s a great example of digitalisation, which improves the customer service and the product.”
EV charging
Digitalization has been crucial in expanding Repsol’s infrastructure for electric vehicles.
It now has more than 2,000 charge points, all of them are integrated in Waylet to allow EV drivers to find nearby charging stations, reserve charging spots, and make contactless payments.
“This convenience, combined with the growing availability of charging infrastructure, is helping more customers trust us for their sustainable mobility needs, enhancing loyalty and driving better customer behaviour,” Cruzado Lopez says.
However, there is an energy balance with biofuels available at more than 800 stations and the target we have set ourselves is to reach 1,500 stations with this fuel by the end of the year.
“It doesn’t matter what type of car, we want to offer the best energy for the customer,” Cruzado Lopez says.
“Balance is the key for the future,” she maintains.
Future goals
Looking ahead, Repsol will continue to focus on developing its sites as multi-energy centres, offering a wide range of products and services and introducing new digital initiatives.
“We are very excited about some of the digital initiatives we have planned for the near future.
In the short term, we plan to expand our digital payment solutions and explore technologies like blockchain to improve traceability and transparency in our processes.
We’re also investing in more advanced AI solutions to improve personalisation and the customer experience,” says Cruzado Lopez.
“In the next five to 10 years, I see Repsol as a leader in sustainable mobility and integrated energy services, with a strong digital presence.
Our franchises and retail operations will be increasingly digital, offering a personalised and omni-channel experience for our customers.”
E-commerce, which was launched during the Covid pandemic, is growing day by day, as a result of digitalisation.
“Our stores are open 24/7 and, with our online shop in Waylet, you can buy for home delivery or pick up in our stores.
The orders are really massive during the weekends and at night time from Thursday to Saturday,” Cruzado Lopez reveals.
The growth in last mile delivery is another target market for Repsol, which already has agreements with Amazon and InPost.
It has 1,000 lockers across its service station network and processes more than four million parcels a year.
“This has been a success due to ease of access, nearby parking and 24-hour availability. Volume has also grown enormously,” Cruzado Lopez says.
“Last year we worked with Amazon to introduce parcel returns at the stations.
According to our partners, customers really appreciate pick up parcels in our service stations, because it’s easy, convenient and we are 24/7.”
Repsol is on a strong and unique transformation journey, which is perfectly encapsulated in the launch of the 100% digital Klin car wash programme – Cruzado Lopez’s proudest personal achievement.
“Nobody though that it was possible but we did it and it has helped us to give a better service to our customers.
And this is just the beginning,” she smiles.
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