Liquid Barcodes


Repsol Spain – a Leader in Loyalty

Paula Thomas, Chief Content Officer, Liquid Barcodes


Spain’s fuel brand Repsol is a leading global energy conglomerate, with operations in thirty seven countries, boasting an impressive nine decades in business. As well as an award-winning retail network of more than 3,500 service stations, Repsol operates Repsol Más, an incredibly comprehensive, generous and compelling loyalty programme which is clearly delighting the one million customers who visit its stores daily.

In this article, we’ll review the benefits Repsol has created for Repsol Más members, a programme which includes some innovative and exciting ideas we haven’t seen anywhere else in the world.

Repsol Service Stations in Spain

One of the 3,500 Repsol Service Stations in Spain.

Loyalty in Repsol:

The Repsol loyalty programme first launched in 2015 and uses the brand name Repsol Más (which means ‘more’). To enjoy its benefits, members first need to choose between two cards that they then scan in store to avail of their personalized offers on fuel and services as well as in-store discounts. One card is simply a programme membership card for tracking and rewarding behaviour, the second is a payment card first, a rewards card second.

Here are the benefits of each:

Repsol Más Card:

This is the basic loyalty card and it awards customers with Travel Club Points (in partnership with Air Miles Spain) completely free of charge. It also includes personalized offers on fuel and in-store purchases as well as ‘thousands’ of car wash prizes in their monthly competitions. Repsol Más members earn Travel Club Points as their rewards currency and they enjoy a preferential 5% discount when redeem their Travel Club Points for flights or hotel stays.

Repsol Más Visa Card:

A credit, debit or prepaid card that offers a 5% discount on purchases in-store along with immediate, generous fuel discounts between 3 and 7 cent per litre depending on the issuing bank and the type of fuel purchased. The card/account fee is waived immediately in the first year, and for each subsequent year if the customers spends over a minimum threshold.

The Repsol Más Visa card has also been developed to track purchases on the loyalty programme, combining the benefits of payment and loyalty tracking in one transaction. Customers avoid the need to scan or swipe a second card at the till, saving precious seconds from each transaction.

As a nice final touch, customers on social welfare benefits or over 65 years of age are also given an additional 1 cent per litre saving on fuel.

Repsol Más card options
Repsol Más card options – Travel Points or even better Fuel Discounts

Loyalty Offers and Rewards: 

From a rewards and benefits perspective, the Repsol Más programme focuses on three areas of value – My Car, My Shopping and My Leisure. These distinct areas are exciting and relevant for customers of all demographics, which ensures that no matter whether they’re scanning to minimise fuel costs or to enjoy some extra rewards, the comprehensive range of benefits ensures they’re highly motivated to continually engage.

  1. My Car: As well as the fuel discounts mentioned above, Repsol Más members enjoy €2 car washes. This offer is available to customers paying by Visa or Mastercard (only) and is limited to four washes per month. From an environmental perspective, Repsol Más also rewards customers with a €250 fuel voucher if they convert their car to the more efficient ‘Autogas’ system, which reduces their environmental impact as well as their ongoing fuel costs. The fuel savings range up to 40% cheaper than traditional fuels, and Repsol also generously provides interest-free finance of up to €3,000 over twelve months for members to spend on the car’s conversion.
  2. My Shopping: As the leader in the fuel industry in Spain, it’s no surprise that Repsol has partnered with other leading global and national retailers, driving sales of gift cards for a selected range of online and offline giants whose customer profiles are appealing to Repsol. Two of these exciting brand partnerships include the leading Spanish department store El Corte Inglés, as well as For each retailer, buying one of their gift cards earns the customer 8% back in the form of a fuel voucher – cleverly leveraging the extensive store traffic to drive these buyers to Repsol stations when they next need to re-fuel. Other partners offer even more generous rewards, such as 10% back in fuel vouchers on spend in Decathlon stores and 12% back in the fashion brand Zalando.
  3. My Leisure: The lifestyle benefits of the Repsol Más programme span the consistently popular categories of movies, music and food. Whether it’s €6 back in fuel vouchers for a subscription to the music service Deezer, €3 back for every movie ticket, exclusive Disney merchandise or simply rewards for buying travel or entertainment with their partner Atrapalo, it’s clear and compelling to customers where they can enjoy refueling at a reduced price by consistently shopping with both partner brands and Repsol directly.

Loyalty Beyond the Loyalty Programme:

It’s often important to remind ourselves that a loyalty programme is not the only way to earn customer’s loyalty. Of course, a well-designed, managed and compelling loyalty programme will engage customers, but never at the expense of the core product or the customer experience in-store. In this area, as with all others we’ve seen, Repsol has set itself standards to work only with the best in the market.

After over twenty years already in business working closely together, Repsol and El Corte Ingles recently announced an exciting extension to their partnership plans, with plans unveiled to open over 1,000 additional Supercor stores in the next three years in addition to the 100 already in operation. The benefits include allowing El Corte Ingles to leverage its negotiating power and expertise from its core department store business across to the supermarket business, becoming the purchasing centre for Repsol’s network of service stations. Together, the retailers can now access a range of more than 35,000 food and drink products, in addition to more than 60,000 non-food products.

A Supercar Store

A Supercar Store – Operated by El Corte Ingles for Repsol Spain. 

Loyalty Through Digital Innovation: 

Last month, Repsol announced that it expects to double its investment in its digitization program this year alone to €150 million euros, with annual benefits worth €300 million euros per year until 2020, rising to over  to €1 Billion in 2022.

The plans include agreements with global technology companies such as Google, Salesforce and Microsoft and one of the first products to launch is ‘Waylet’ – a digital wallet and universal payment app that lets consumers pay by phone, earn points and save in any one of the Repsol stores in Spain as well as other partner stores throughout the country. Other benefits include:

  1. The ability to manage payment cards, points, event and cinema tickets and discount coupons easily and quickly in one place.
  2. Payments are made in Repsol stores and partner stores – sometimes without needing to get out of the car.
  3. Games and prizes which include exclusive benefits in each category based on engagement with the App.
  4. Useful information on nearby stations, other discount stores, driving routes and other recommendations.

Launched in mid 2017, Waylet has ambitions to grow as a powerful payment channel both in Spain and internationally. In another clever move we haven’t seen elsewhere, Waylet asks members to act as brand ambassadors and even offers them a financial incentive of €30 credit for every merchant they successfully recommend who joins the platform and accepts the wallet and its mobile payments in their store. An extension of the idea for ‘member-get-member’, this has become a ‘members-get merchants’ campaign.

With over one hundred and thirty digital projects across the business currently, one article simply won’t do them justice, however other ideas that Repsol have announced we’re excited about include:

  1. A carsharing partnership that promotes the use of plug-in hybrid cars for extended distances.
  2. The company is also working with a brand called ‘WeSmartPark’ which connects empty spaces and drivers looking for parking through its free app as well as rewarding users for safe driving.
Waylet Digital Wallet from Repsol
 The Waylet Digital Wallet from Repsol.

Inspiring Returns on Investment:

As consumers, we’re inspired by offers and rewards – sometimes tangible, sometimes simply enjoyable. However as business-people, we’re inspired when value is created for shareholders.

Whether it’s their award-winning station designs, their digital innovation or their customer-centric approach to loyalty, Repsol has achieved incredibly impressive returns that prove that its strategy is sound, with the latest company accounts showing a stunning €2.17 billion in net profit for the first nine months of 2018.

Both personally as a consumer and professionally as a loyalty consultant, I am certainly impressed by the loyalty leadership in Repsol in Spain.

Repsol logo

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialized for the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 


Blog post

Everyone Wins With App Games

Games reward customers for visiting an app and encourage them to visit the store. Customers love to feel appreciated, they love a good deal and they especially love winning.  Customers are excited when they get a good discount or coupon. And, they truly feel like winners after playing and winning a game. It is easy […]

Blog post

Liquid Barcodes Connects With Convenience Industry Leaders in Texas

The Liquid Barcodes team networks and learns at 2023 NAG Conference in Austin, Texas. Last week, Liquid Barcodes attended and exhibited at the US convenience industry conference held by the National Advisory Group (NAG). Among those present from the Liquid Barcodes team were Saurabh Swarup, General Manager of North America and Jose Santiago, Head of […]

Blog post

5 Cs of Summer: Cold Coffee, Clean Cars & Convenience

Subscription programs are a great way to secure long-term customer loyalty and revenue. Whether you are providing a subscription for beverages or car washes, securing recurring monthly revenue is imperative to stay competitive.   Summer is around the corner and retail marketers are crafting sunny campaigns to increase customer traffic to the store. Help those […]

Blog post

Circle K Makes a Splash With Car Wash Subscription Program in Europe

Circle K has extended its highly successful car wash subscription program to Norway after successful implementations in the United States, Canada, Denmark, Sweden and Estonia. Circle K’s vast global network of car washes has digitally transformed operations with its revolutionary car wash subscription program. First launched in Denmark and the U.S. in 2020, the program […]

Blog post

Newly Redesigned Brezelkönig App Accepts Payments and Rewards Loyalty

Swiss foodservice chain Brezelkönig releases app update which offers customers the convenience of earning rewards and paying for products with the app in stores.  The recently-updated Brezelkönig app allows pretzel-loving customers to enjoy recognition and rewards for their loyalty. Additionally, the Brezelkönig app accepts payments to make the customer experience even more convenient.  Brezelkönig is […]

Blog post

Sunshine Gasoline Introduces ACH-Only Mobile Payment for Fuel

Florida convenience retailer releases fuel payment app accepting only ACH payment, saving thousands in payment processing fees for the retailer. Sunshine Gasoline upgraded its Max Carwash App to Sunshine Brand featuring a special fuel pay program, powered by C-StorePay by Liquid Barcodes, which allows consumers to conveniently pay for fuel using the app. Customers simply […]

Blog post

2022: An Outstanding Year for Liquid Barcodes and Our Customers

In 2022, Liquid Barcodes witnessed a year of unprecedented growth with customers, products and team members. Every great business has an inspiring founding story and Liquid Barcodes’ 10-year journey is inspiring the future of loyalty. Beginning as a startup in Norway, the company opened its second office in the United States in early 2022 and […]

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Blog post

Polish Retail Leader Żabka Launches Coffee Subscription Program

Polish retail giant, Żabka introduces a monthly coffee subscription program across its vast store network. With its new coffee subscription program, Żabka Polska will certainly dominate the beverage category in Poland’s unique convenience market. In July 2022, Dr. Adam Manikowski, Managing Director of Żabka Polska, was featured on the popular Global Convenience Store Focus video […]

Blog post

Loyalty Apps Engage Customers

98% of loyalty app users love using a loyalty app and want more features from it. In September 2022, NACS published a report examining customer engagement with convenience loyalty programs. Unsurprisingly, customers feel most engaged, appreciated and valued by the stores to which they belong in a loyalty or membership program – nearly ¾ of […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes