Spanish magazine, Estacion de Servicio, has recently published an in depth article focusing on Repsol and its Senior Manager of Franchise Development and New Business, Alicia Cruzado.
Here are some extracts of this extremely interesting feature in which Alicia describes the last few years as static and with hardly any transformation. The most notable changes. she says, were the implementation of self-service and the incorporation of destination products in stores with the entry of small supermarkets.
However she adds that in the last 3-5 years, two global trends, "the revolution of the energy transition and the digital transformation are forcing this sector to rethink its business model.
While other companies have chosen to focus on the traditional fuel business, Repsol has chosen a proactive approach: turning challenges into opportunities. The energy transition, driven by the climate urgency and international commitments to achieve carbon neutrality, represents one of the biggest challenges for service stations. According to Cruzado, .
Digital Transformation
Digital transformation has revolutionized consumer behavior and expectations. "Today all customers have a mobile phone, and with that they have the power to compare and decide where to make their expenses or consume services," says Cruzado. This has generated a more dynamic and demanding competitive environment, where immediacy and personalization are key factors.
This digital revolution also requires service stations to evolve to offer integrated experiences between the physical and digital worlds. Mobile apps allow customers to manage their payments, and access loyalty programs, discounts, and additional services. In the words of Cruzado,
"The digital revolution poses a great challenge, but also an opportunity for growth and diversification".
From challenge to opportunity: Repsol's new non-oil services model redefines its service stations as multifunctional spaces that go beyond refueling. According to Cruzado,
"there were two options: stay as we are or accept the challenge and we have chosen the second option because we believe that there are very attractive business opportunities".
Thus, the transformation of Repsol's service stations is not only focused on the diversification of energy products, but also on a comprehensive redesign of physical spaces. This new model seeks to respond to the demands of more diverse mobility and consumers who prioritize comfort and quality in their daily interactions.
"We want our stations to be a place where customers can solve multiple needs, beyond refueling."
Read the full story at Repsol, a new service station model to adapt to the challenges of the future - Service Stations
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