Elena Cano, CEO of Klikin – Waylet, discusses with MobilityPlaza the remarkable growth of Repsol’s payment and loyalty app. She highlights key milestones, addresses the challenges of increasing user engagement, and explains the app’s significance in Repsol’s broader digital and mobility strategy.
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GLOElena Cano, CEO of Klikin – Waylet, discusses with MobilityPlaza the remarkable growth of Repsol’s payment and loyalty app. She highlights key milestones, addresses the challenges of increasing user engagement, and explains the app’s significance in Repsol’s broader digital and mobility strategy.
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Image: Elena Cano, CEO of Klikin – Waylet (Courtesy: MobilityPlaza)
On launch and initial development (2017): Waylet began in May 2017, integrating Repsol’s two niche apps, Copiloto (for price and station info) and PagoClick (for payments). The goal was to digitize and enhance customer loyalty at Repsol’s service stations. Leveraging Klikin, a startup with a loyalty platform, Waylet aimed to deliver a scalable product. By 2019, it had reached 900,000 users.
On key milestones and rapid growth (2019–2022): In 2019, Repsol partnered with El Corte Inglés, using Waylet to explore new digital business models. The pandemic (2020) accelerated digital payment adoption, boosting Waylet’s competitive advantage. By the end of 2020, Waylet had 1.3 million users. In 2022, amid a challenging economy, Repsol offered competitive discounts through Waylet, making it the most downloaded app in Spain, even ahead of TikTok and WhatsApp. The app closed 2022 with 5 million users, reaching over 8 million users in 2023, managing 250,000 daily transactions.
On challenges and future growth (2023–2027): Repsol’s updated Strategic Plan (2024-2027) targets 10 million digital users by 2027. While growth might seem capped due to competition, Repsol believes more can be achieved by increasing user engagement and encouraging users to explore additional app features beyond payments.
On service expansion and enhancing loyalty: Waylet’s services now include electric vehicle (EV) charging, route planning, parking payments, and integration with external partners like Seetickets. Waylet’s loyalty program has evolved, becoming more personalized and integrated with digital tools, allowing cross-strategies with partners, and enhancing customer value.
On competitive advantages: Waylet strengthens customer loyalty by increasing usage frequency and sales, offering insights into customer behavior to personalize offers. It has positioned Repsol as a leader in digital and electric mobility, streamlining payments and expanding commercial partnerships.
On subscription models and customer engagement: Waylet introduced subscription services like a €7.95/month car wash program and electric mobility offerings, aiming to enhance user engagement and loyalty. Subscriptions are expected to expand into other products as they align with the shift toward service-based consumer habits.
On future of mobility apps and potential expansion: While Waylet is observing market trends like Berlin’s Jelbi, which aggregates multiple mobility services, its focus remains on simplicity. Repsol is open to expanding its mobility services, provided it adds distinct value for users.
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Image: Repsol
On adoption of digital payments in Spain: Although Spain was not traditionally seen as tech-savvy, digital payments have rapidly gained traction, driven by the pandemic and regulatory changes. The banking sector’s push for digital services has contributed to this shift, with Waylet’s adoption reflecting these broader trends.
Waylet has grown from a small niche app into a significant digital platform with over 8 million users. Through strategic partnerships, service expansions, and a focus on customer loyalty, Repsol is leveraging Waylet to drive its digital transformation, positioning itself as a leader in both the energy and mobility sectors.
Source: MobilityPlaza
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