CEPSA, combustible móvil

Cepsa - Aplicacion movil - logoCEPSA es una de las grandes compañías españolas dedicadas al refino, creación, comercialización y distribución de productos derivados del petróleo. Hace pocos días se actualizaba la, por el momento, única aplicación móvil que han lanzado. Con este motivo vamos a echar un vistazo a sus características y a la estrategia seguida por la compañía para acercarse a sus clientes mediante los dispositivos móviles.

Potenciación de marca y servicios de valor añadido

Con un diseño cuidado y claro, la navegación por la aplicación se realiza por dos vías: una línea superior de iconos de acceso directo con un diseño basado en el logotipo de la compañía y una sección central de menús con hasta 3 niveles que dan acceso a todas las funcionalidades.

El objetivo principal de la aplicación es reforzar la marca CEPSA en el usuario mediante el acceso a la información útil de la compañía para el cliente. De este modo, las tres primeras opciones hacen hincapié en este hecho (CEPSA cerca de mí, Porque tú vuelves y CEPSA a domicilio). En ellas, utilizando sobre todo con la geolocalización como principal herramienta, se permite al usuario:

      • Cepsa - aplicacion movilConocer las estaciones de servicio y talleres CEPSA más cercanos a nuestra localización
      • Acceder a las promociones más ventajosas respecto a los productos CEPSA mediante un programa de fidelización
      • Facilitar la petición de servicios y productos a través del dispositivo móvil (teléfono, internet, e-mail)

 

El segundo objetivo es ofrecer servicios de valor añadido que no sólo sirvan a los clientes, sino a cualquier conductor, su principal segmento de mercado. Para ello, muy acertadamente se vuelve a hacer uso de la geolocalización para:

    • Conocer el lugar donde hemos aparcado el coche
    • Avisos de radares en ruta y posibilidad de informar de otros al resto de conductores
    • Información en tiempo real del estado del tráfico
    • Ubicación de lugares y servicios de interés: restaurantes, cines, hoteles…

 

Análisis de la estrategia de movilidad

Cepsa - aplicaciones moviles

Como empresa de servicios, CEPSA ha seguido la estrategia móvil más acorde a sus necesidades. Tal y como analizamos en nuestro artículo Estrategias de movilidad en empresas de servicios, la fidelización del cliente y dar acceso a los productos y servicios son las dos principales líneas estratégicas trazadas por CEPSA para lograr que su aplicación móvil se convierta en un canal de de ingresos rentable.

Aunque es un gran comienzo y se trata de una aplicación sólida y con un diseño cuidado, aún puede aprovechar mucho más las posibilidades móviles. La aceptación de pagos mediante NFC en su red de estaciones de servicio parece una evolución lógica y natural, teniendo en cuenta que muchas de sus promociones van orientadas al descuento en el suministro de carburante y que disponen de una tarjeta de crédito vinculada a la marca.

Asimismo, al igual que se ofrece información relevante sobre seguridad, se echan de menos contenidos sobre conducción responsable con el medio ambiente y potenciar más la presencia de otros productos de la empresa como el butano o el gas natural, donde un sistema de alertas o avisos de consumo podría ser muy útil a los usuarios.

¿Qué opináis sobre la aplicación?

 App Store – CEPSA – iPhone y iPad

App Store – CEPSA – Android

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