Data, Set, Go: ORLEN Revolutionizes Its Listings and Locator Management

Challenge

ORLEN Deutschland GmbH operates around 600 locations with different leaseholders, leading to inconsistencies in online presence.

Solution

To optimize its online presence, ORLEN aimed to centralize its listings management and make its individual locations more visible in online searches.

Result

With Uberall, ORLEN manages its business listings and creates a gas station finder as well as local landing pages on a centralized platform, resulting in more visibility and conversions.  

Fueling the Online Presence: ORLEN Optimizes Listings, Locator, and Landing Pages with Uberall

ORLEN Deutschland GmbH is likely familiar to all drivers in Germany, being one of the top ten gas station operators in Germany. Not all of them know, however, that the company is part of the Polish multi-energy conglomerate ORLEN S.A., a leading oil company in Central Europe with 3,500 gas stations in Poland, the Czech Republic, Slovakia, Austria, and Lithuania.

ORLEN on Expansion Course

ORLEN Deutschland already operates over 600 ORLEN and star gas stations, but continues to grow: in 2023, the company acquired 17 automated gas stations while expanding its electromobility offerings and alternative, sustainable fuels.

More Than Just Fuel

In addition to fuels, ORLEN Deutschland offers its customers a wide range of products—including commercial and star private label items in food and car care. Moreover, customers benefit from the B2B fleet card and receive additional services at many stations, such as car washes, ATMs, and postal services.

For further company growth, it is crucial to make ORLEN Deutschland GmbH's broad range of offerings visible in online searches; which is why the company started working together with Uberall in 2020.  

Decentralized, Manual Data Management: no, thank you!

Before partnering with Uberall, ORLEN Deutschland GmbH managed its location profiles manually. However, this cumbersome profile maintenance—instead of a centralized data management—resulted in many locations having incomplete or non-existent profiles on the most important online directories; including the Google Business Profile as the most important ranking factor in local search.

On the website, the individual locations were not listed in a straightforward way either. However, drivers use the website—in addition to well-known map systems like Google Maps—to find the nearest gas station or charging station. And ideally, these locations appear as individual results on the search engine results page, too.

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Stronger Together: ORLEN Optimizes Its Online Presence for Maximum Visibility

When searching for the right platform for multi-location marketing, ORLEN Deutschland GmbH chose Uberall and now benefits not only from the extensive directory network, but also from the team’s vast industry knowledge—including franchise marketing experience.

• With Uberall Listings, ORLEN Deutschland centrally manages its business listings in key directories to be more visible to local customers in online searches.
• With Uberall Locator & Local Pages, ORLEN Deutschland builds its station finder and local landing pages with relevant information to navigate customers.

First and foremost, the team focused on managing Google Business Profiles, which means claiming profiles and updating location data.

Well-maintained online entries require spotless NAP data: name, address, and phone number of the respective physical location. Additionally, opening hours and fuel prices are crucial information to potential customers while photos, along with reviews, make for particularly attractive profiles—point proven by the increased customer engagement.

Each ORLEN Deutschland GmbH location now has multiple entries in online search, being visible in major online directories such as Google, Apple Maps, Bing, HERE, TomTom, and Navmii. On the website, however, there is justone landing page per location optimized for local search–which customers can access through online search as well as the company’s station finder.

With a practical list and map view, the station finder (available in German only) helps customers quickly locate the nearest location: they can search by city, street, or postal code and choose between ORLEN gas station, star gas station, automated gas station, and charging station. Filter functions such as ""car wash,"" ""tire service,"" ""bistro,"" or ""Too Good To Go"" ensure the location, according to specific requirements, is found, too.

Clicking on a location then leads customers to the corresponding landing page, where they find more locally relevant information, such as up-to-date opening hours, fuel prices, reviews, services, and nearby locations.  

Turning into a Navigation Master: ORLEN Achieves More Online Visibility and Customer Engagement

With Uberall, ORLEN Deutschland GmbH has created over 14,000 profiles for 600+ locations with an average profile completeness of 84%—all while suppressing over 3,000 profile duplicates. As a result, the company is now highly visible in local online searches.

A direct comparison of the first half of 2023 and 2024 shows: 77% more views on Google Maps, 17% more clicks on GBP directions, and 20% more clicks on local landing pages. In fact, most clicks on the website come from the gas station finder, showing that customers are preparing themselves for an on-site visit.

As sources of information, the online entries and local landing pages serve their purpose to the fullest, also leading to a significant decrease in customer service inquiries such as asking for opening hours.  

“We manage almost all our locations on the Uberall platform to ensure that the profiles contain up-to-date and complete data. For the remaining locations, we will once more reach out to the respective franchisees to hopefully manage their locations soon, too.” - Anneke Buchholz Dual Student in Marketing, ORLEN Deutschland GmbH

As you can see, ORLEN stays on track, expecting new locations to be added to the Uberall platform soon; which will then be continuously optimized along with the existing profiles.