The conventional process for acquiring a cylinder was either to go to a sales point or every few days the service would come to your home offering a refill. 

This had always been the case, but with new technologies, this operation could be digitalized, thus reaching more people and making the process of ordering a cylinder more practical. That is why Repsol offered an online service to order a cylinder.

The procedure consists of choosing the type of cylinder and the day of delivery and, finally, filling in the personal details to proceed with the online order.  However, after several months in operation, they detected that something was preventing users from completing the order.

Fitting the pieces of the Customer Journey

When Repsol asked themselves what made users abandon online ordering, they found three things that made it difficult for users to order online: 

• Mandatory form. One of the biggest challenges was the modification of the first stage of the order. In this stage, users had to fill in a form with different fields: province, city, name, postal code... Here the company found a bottleneck, as there was a high percentage of visits to the website that were not able to complete this part of the process.
• Lack of standardization. Another problem faced by Repsol was that it had 10 million policies without verification or even showing errors. The objective here was to provide a dynamic normalization system based on this number of initial records. 

Digital Street Map Standardization

In order to solve the challenge of standardizing the current addresses of the Street Map, it was possible to correct and adjust them using the Google Maps solution: Location Intelligence. 

In addition to standardizing the addresses already registered, the Street Map was updated to have the latest version of streets, including additions and modifications. Thanks to this, the bottleneck was rectified. 

In addition, this update was accompanied by an address tracking engine, which allows advanced searches that simplify the location and updating of customers and policies. This Location Intelligence solution was intended to streamline and reduce the time users spend on ordering. 

Finally, a better allocation of Repsol agencies was carried out to minimize user waiting time and optimize the delivery area of each agency.

Dynamization of this online channel

The changes that were introduced in the Digital Street Map delivered very interesting results, in a short period:

The main result is that the key objective of the project was achieved. Thus, in March 2021, the number of sessions that could not find their address has dropped to 50% compared to October 2020.

On the other hand, more than 89,5% of the almost 10 million policies, corresponding to 3,116 billion different addresses, were normalized.

The conversion rate increased by 75,19% compared to the same period last year. In addition, within months of launch, a conversion rate of 26,56% was recorded in the purchase process.

In addition, more than 110,000 address search sessions were recorded, 48,38% of which were obtained through addresses provided by Google Maps.