The former Cepsa, now Moeve, is preparing to launch a new service station network concept. The company will invest 130 million over the next three years to complete the image change of its almost 1,800 points of sale.
The company’s intention is to adapt the customer experience to greater digitalization of its spaces and a multi-energy offer that will range from electric charging points of more than 150 MW, hydrogen plants and second-generation biofuels.
The company, which will present the first of its new gas stations this coming week in the Campo de las Ciencias, in Madrid, will also include an important launch of its new direct convenience store.
The Depaso brand, with which the company operated until now, will disappear to become Moeve Market. This new direct offer can also be found in Amazon stores and will not affect the agreement that the company currently has with Carrefour.
The service stations will continue to offer access to the R’spiro restaurant network as well as the so-called food halls of the American group Reef, which launched the company with different brands.
As explained by PierreYves Sachet, Brand Manager and Director of the Mobility & New Commerce business, elEconomista.es“we are changing the physical perception of the station knowing that in parallel we are also transforming the customer experience through renovated stores through the digitalization of spaces.”
The company also takes an important step and will put the spaces of the service stations to work for the horeca channel. Moeve’s points of sale will have so-called black kitchens, that is, food intended mainly for home delivery will be produced in their kitchens.
The company considers that these points of sale are more accessible to delivery drivers than the restaurant chains’ own stores.
Sachet also explained that the change of image will be implemented in the company’s industrial plants, refineries, chemicals or biofuels. In addition, a total renovation of the company’s image will also be carried out where the company’s 11,000 employees will play a key role.
“The first ambassador of the brand is the service station employee, therefore it is crucial that we also change the perception he is giving through the way he dresses. We have designed a whole range of professional clothing that is much friendlier” .
The company’s Brand Director also explained that it will continue to maintain the Ballenoil brand for low-cost gas stations.
Likewise, the butane cylinders that Cepsa had will not change to the Moeve brand but rather their new owner, the Chilean Abastible, will have to decide the brand it will use to operate with them.
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